VitroRobertson Tells ‘Stories’ of Taylor Guitars




LOS ANGELES – VitroRobertson builds on the experience of owning a Taylor guitar in new ads breaking next month.
The print campaign, titled “Stories,” replaces the agency’s 3-year-old, award-winning previous effort for Taylor, but keeps a similar theme – relaying the real-life experiences of people who own and play Taylor guitars.
“[The previous campaign] did really well,” said John Vitro, partner and co-creative director at the San Diego agency. “We’re hoping this [campaign] picks up where that left off.”
Full-page spreads depict mock fairy tale books opened to stories – gathered from letters sent to the company – of how people came upon their treasured Taylors. One, titled “The Man Who Lives Among the Maples,” tells the story of Brian McConnell of Williston, Vt. Since he lives in “‘maple syrup country,’ . . . it makes sense that Brian plays a Taylor made with maple sides and back,” reads the text. An illustration of Brian pouring syrup lies on the facing page.
Another ad tells the story of Spot, a dog stolen at a music festival. His owner, Sibyl Lopez, subsequently named her Taylor guitar Spot and wrote a song of the same name. Opposite is a drawing of the dog and the caption: “He was a good little fella.”
“The stories are a new way to present the discovery people have when they find their Taylor,” said Vitro.
There is no tag; the very top of the guitar is shown with the Taylor logo in the bottom-right corner.
The campaign for the El Cajon, Calif.-based guitar maker will run at least through the year in guitar and music magazines, according to Alan Bonine, the shop’s general manager.