What if you could recreate a classic Fender from 50 years ago – down to every spec and screw – and inspire a new generation? The American Vintage II Series honors Fender’s 75-year legacy with meticulously crafted guitars and basses that capture the sound, feel and style of our most iconic models. Our campaign celebrated Fender’s timeless influence while reigniting the spirit of innovation that continues to shape music today.
Fender Creative: Joey Manfre
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Matthew Deak
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Beth Wawerna
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Diamond Doom
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Jocelyn Lam
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McJ
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Fender Creative: Joey Manfre • Matthew Deak • Beth Wawerna • Diamond Doom • Jocelyn Lam • McJ •
Powerful artist-led vignettes that celebrate the magic of vintage gear and other inspirations from Fender’s Golden Age. Each episode features a live performance and an intimate conversation exploring the artist’s vintage influences and how they continue to shape their sound today.
SESSIONS
A nod to the copy-heavy vintage Fender ads of the 50s and 60s, we took out a full page in The New York Times and used that space to go deep on our hero model – the iconic 1951 Telecaster in Butterscotch Blonde. A rare moment of long form written storytelling that I’m super proud of.
NEW YORK TIMES FULL-PAGE AD
To spark media buzz and consumer excitement, we hosted a pop-up launch event in Austin where attendees were entered to win the chance to buy a brand-new American Vintage II ‘51 Telecaster at its original 1951 price of $229.90. Featuring live performances, a direct-to-vinyl recording booth and other vintage-themed activities, the event drew a huge crowd and led to a significant increase in e-comm sales.
CONTEST & EVENT
KEY ART
