Fender: Introducing the Vintera Series

Client: Fender
Date: Jun 2019
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To launch its all-new Vintera Series, a lineup of vintage-correct guitars and basses, Fender partnered with the next generation of Fender players – a trio of contemporary musicians and a group of creative experts to develop the brand’s first vintage-inspired campaign. It was critical for the heritage guitar brand to launch this line of period-correct instruments in an authentic way that would accurately embody past eras in addition to resonating with modern players.

The creative includes a 30-second digital commercial that introduces the instruments and overall vibe of the Vintera Series, plus three artist performance videos featuring eclectic musicians including Christone 'Kingfish' Ingram, Curtis Harding and Le Butcherettes. Each performance harkens back to a specific decade to showcase the essence of the vintage-inspired guitars and basses as well as the sound and style of the era. In addition to the artist performance videos, Fender interviewed each artist to discuss musical influences from the era of their performance, individual music style and what compelled them to pick up that first instrument and play.

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