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Guitar Center: Guitar

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Young musicians play primarily for the joy of it. Along with that, we also noticed a trend towards “experience” gifts vs. just giving more stuff. Those two factors make a gift of music more meaningful, enduring and unique than the latest electronic gadget. And it made for an easy decision to use real aspiring musicians in the holiday campaign for Guitar Center, the world’s largest retailer of guitars, amplifiers, drums, keyboards and pro-audio and recording equipment. The three ads feature a guitarist and drummer from Texas and a band of brothers from New Jersey, all of them celebrating gifts of music over socks, cologne or video games. The spots will air on national broadcast and cable outlets and online.

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