Carmichael Lynch, Gibson Go Solo

CHICAGO Interpublic Group’s Carmichael Lynch has parted ways with Gibson Guitars over what the agency termed “creative and strategic differences.”

Agency executives offered no comment beyond a three-sentence statement, noting the agency handled the company’s account since 2000 and sales had grown 70 percent over that time. A representative from the Nashville, Tenn., company could not immediately be reached.

The Minneapolis agency most recently positioned the company’s guitars as ideal gifts for men on any occasion. The latest television spot was shot in India by Gurinda Chadha, who directed the movies Bend It Like Beckham and Bride and Prejudice.

The spot depicts an opulent Indian celebration where an empress tries to impress her husband with luxurious gifts, which he greets with boredom. When his attention is drawn to a Gibson guitar, she commandeers the instrument as the perfect present. The spot uses the line, “Only a Gibson is good enough.”

The spot was expected to run on select cable programming during key gift-giving periods like Valentine’s Day and Father’s Day.

Gibson spent $3 million on advertising last year, according to Nielsen Monitor-Plus.