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    W+K Portland Lays Down “The Rules” For Fender

    By SHOOTUpdated:No Comments2904 Views

    Wieden+Kennedy in Portland, Ore., turned out this “The One. For All.” campaign for Fender, tied to the release of the American Professional II Series, an expansion of the second generation of its flagship electric guitars and basses. 

    For close to 75 years, Fender has helped blaze a trail of cultural innovation globally across genres, gender and diversity. To celebrate this spirit of never settling for the status quo, “The One. For All.” campaign amplifies new artists who are breaking conventional rules about the path to success–changing what it means to be a musician right now, and in the future.  

    This centerpiece spot, titled “The Rules,” is narrated by Oscar® Award-winning actor and musician Billy Bob Thornton and showcases the iconic models of the American Professional II series. Each guitar model is paired with artists whose voices showcase the versatile Fender instruments. The artists within the film include Steve Lacy (Stratocaster), Lindsay Ell (Stratocaster), Dominic Fike (Stratocaster), Orville Peck (Telecaster), Ashley McBryde (Jazzmaster) and Este Haim (Precision Bass), MonoNeon (Jazz Bass). 

    Credits

    Client Fender Agency Wieden+Kennedy Portland, Ore. Eric Baldwin, executive creative director; Shaine Edwards, Emma Barnett, copywriters/art directors; Nick Sage, Eddye Borgese, producers; Lisa Calgaro, creative operations manager; Nathan Goldberg, group strategy director; Scott Woodhouse, brand strategy director. Sarah Starr, design ops manager/design producer; Joan Comellas, Mitch Wilson, studio designers. VFX House of Parliament Phil Crowe, VFX supervisor, managing director; Jeff Langlois, 2D VFX artist; Erica Kaul, VFX exec producer; Michael Novo, VFX producer. Editorial Work Editorial Biff Butler, editor; Ryan Eakins, assistant editor; Marlo Baird, post exec producer; Chelsea Bassler, post producer. Color a52 Daniel De Vue, colorist; Thatcher Peterson, color exec producer; Jenny Bright, color producer. Music Andy Huckvale, artist. Song: “Riot” Audio Post Joint Noah Woodburn, audio mixer; Leslie Carthy, exec producer.

    Media Type:Commercial: Television
    ScreenWork Categories:Commercial
    Video Tags:FenderWieden+Kennedy



    Top Spot of the Week: AlmapBBDO, Director Lu Villaca Team On A Show Of Strength For Women and Johnnie Walker

    Thursday, December 19, 2024

    Johnnie Walker wraps up the year with an inspiring campaign that is a direct and bold response to those who would question the strength of women. Created by AlmapBBDO in São Paulo, Brazil, this anthem film--“Forte São Elas” (“Strong are the Women”) starring actress Alice Braga--references one of the most iconic productions in the brand’s history worldwide:”The Man Who Walked Around The World.” Produced by Surreal Hotel Arts, directed by Lu Villaça, and featuring an original soundtrack by Cabaret Studio, “Forte São Elas” shows Braga walking as she describes how strength plays an essential role in the daily life of every woman. Whether facing stereotypes or countless other barriers, women are the masters of their own choices and stay true to their journeys. “The campaign recognizes the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes. And when they say that whisky is too strong for women, we will tell them: it’s the women who are strong,” said Andrea Rubim, head of marketing for Johnnie Walker. [video width="1280" height="720" mp4="https://wp-shoot.s3.amazonaws.com/wp-content/uploads/2024/12/19005421/Johnnie-Walker-StrongAreTheWomen-1.mp4"][/video] Read More

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