CL Plays Gibson Guitars in Ads

Carmichael Lynch positions Gibson as the true guitar player’s instrument in its first work for the company, which includes Gibson’s first foray into TV.

“It’s not the poseur guitar,” said Brian Kroening, associate creative director for the Minneapolis agency. “Gibson is the one imitated by all the other brands.”

The campaign includes the first TV work for the Nashville, Tenn., company. The black-and-white spot focuses on hands playing a guitar solo while onscreen text reads, “Lyrics. Just a waste of time between solos.”

“The experience of guitar playing is something you want to show, and TV is the medium in which to do that,” Kroening said.

In part to save money, Kroening is also the featured player in the television spot.