CHICAGO Carmichael Lynch takes a subcontinent turn at the exotic in a new television commercial for Gibson guitars.
The spot, shot on location at a palace in Mumbai, India, continues the company's strategy to present its guitars as the ultimate gift. The 30-second execution depicts an opulent Indian celebration. As an empress tries to impress her husband with luxurious gifts ranging from an oil portrait and jewelry to a Rolls Royce, he shows only apathy. When his attention is drawn to a musician playing a Gibson guitar, she commandeers the instrument as the perfect present. The spot closes with the line, "Only a Gibson is good enough."
The Interpublic Group shop enlisted award-winning director Gurinder Chadha (who directed Bend It Like Beckham and Bride and Prejudice) to shoot the commercial.
"The selection of Chadha helped fulfill the vision for a rich, luxurious spot—very lavish Bollywood with a lot of tongue-in-cheek humor," said Andy Clarke, executive creative director at the Minneapolis agency, in a statement.
The spot will run on select cable programming during key gift-giving periods throughout the year, including Valentine's Day and Father's Day.
The media budget was not disclosed. Gibson of Nashville, Tenn., spent nearly $2.5 million on advertising through November 2005, according to Nielsen Monitor-Plus.