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

    By SHOOTUpdated:No Comments2886 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



    Ford, W+K London, WracK Team On “Charge Around The Globe” Docuseries

    Thursday, November 21, 2024

    This trailer promotes Charge Around The Globe, a new adventure docuseries that follows record-breaking traveler Lexie Limitless on an extraordinary journey to circumnavigate the globe in an electric vehicle--traveling over 30,000 kilometers across six continents, all in pursuit of one world record. The three-part series on Prime Video in the U.K. showcases the capabilities of modern electric vehicles while immersing viewers in the numerous experiences and challenges Lexie encounters throughout her journey. As she navigates various challenges throughout her trip, Charge Around the Globe serves as a testament to the spirit of exploration. Ford, Wieden+Kennedy London and WracK teamed on the series.

    The documentary aims to address the primary concern hindering many consumers from transitioning to electric: doubts about the range and capability of electric vehicles. As a 120-year-old brand, Ford looked to its past as inspiration for the switch that’s taking place today. Over a century ago, pioneering explorer Aloha Wanderwell set off from Nice at the age of 16 to become the first woman to drive around the world in a Ford Model T. Now, in 2024, we get to see Lexie, the youngest person to visit every country in the world, take to the wheel of the electric Ford Explorer, reinventing that historic journey for a new generation. Along the way, she meets extraordinary people, navigates difficult terrains, and faces the challenges of a constantly evolving charging infrastructure that puts her to the test.

    “Charge Around The Globe has been the ultimate test drive for our new electric Ford Explorer. We took on every kind of weather and road condition and dealt with just about every charging scenario. The journey embodies the true... Read More

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