A new print campaign from Tierney DeGregorio Advertising aims to pay tribute to singer/songwriters who have made music history using Martin Guitars.
The first ad features lyrics from Johnny Cash's "Folsom Prison Blues," which Cash recorded live from Folsom Prison on a D-28 Martin guitar in 1968, as well as a picture of that model guitar.
The work bears the tagline, "Music history. Martin history." It is appearing in July issues of magazines such as Guitar Player, Finger Style Guitar and Jazz Times.
Martin guitars are "the Harley of guitars," said Tony DeGregorio, chairman and chief creative officer at the Philadelphia-based shop.
A multitude of famous artists, from Woody Guthrie to Babyface, have recorded on a Martin.
This is the agency's first work for the Nazareth, Pa.-based company. It won the account in December after a review of undisclosed contenders.
Four or five more ads are in development and will break throughout the year.