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With an eye toward broadening its audience, Gibson Guitars—whose past work via Carmichael Lynch has been aimed straight at enthusiasts—takes a more inclusive approach than before in a toned-down effort that targets women who need gift ideas for men.
The Nashville, Tenn.-based company’s first TV spot in nearly four years breaks this week in regional markets such as Phoenix, St. Louis and Portland, Ore. The spot shows a father quizzing his daughter about the guitars played by strummers like Jimmy Page, Jimi Hendrix and B.B.
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