Philly Ad Club Honors Its Own

NEW YORK Tierney DeGregorio Advertising’s Martin Guitars campaign won best of show at the Philadelphia Ad Club’s Addy competition last week, while Red Tettemer earned best of interactive and 19 gold awards.

The print campaign for Martin of Nazareth, Pa., salutes singer/songwriters who have made musical history using the client’s guitars. In one ad, an acoustic guitar is pictured below the lyrics, “Oh Freedom, Oh Freedom, Oh Freedom over me,” performed by Joan Baez on a similar Martin model “to open the march on Washington, August 28, 1963.” Other ads, which ran in Guitar Player, Finger Style Guitar and Jazz Times magazines, featured lyrics performed or composed by Johnny Cash, Jimmy Buffet and Willie Nelson on a Martin. The tagline: “Music history. Martin history.”

The Philadelphia agency pitched the campaign to Martin Guitars as part of a review that ended in December. The client liked the pitch so much, it went directly into production, said Sig Gross, vice president and creative director at Tierney DeGregorio. After the first ad broke, Cash approached the client about being featured in the ads, he said.

“We’re doing one a month, and there is no end in sight,” Gross said. Five additional print ads are due this year; two will feature Steve Miller, the lead singer and namesake of the Steve Miller Band, and Steven Stills of Crosby, Stills and Nash. “It’s just an honest, true campaign,” Gross said. “There’s nothing here that’s made up.”

Other big winners at the Philadelphia Addys included Comcast Cable Advertising, the in-house agency for Comcast Cable, which won 13 gold awards including best of television.

The presentation ceremony was held at the Lowes Hotel in Philadelphia on Feb. 27.