Ad for new line of PRS acoustic guitars:
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The price point of this new line was historically lower than any other PRS acoustic, PRS hoped to connect with a different demographic with the introduction of the SE amplifier line. The copywriting challenge was to announce the lower price point in an understated manner, staying true to PRS’s clean and sophisticated brand image. We effectively solved this challenge by using some imagery combined with copy and a play on words.
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This ad is a part of an ad series we created for PRS. By implementing several unifying elements in all ads – an eye catching solid backdrop color, PRS’s signature stunning photography and a unique, slightly edgy headline – all ads in the series came to be favorably recognized as PRS’s ‘style’ of that year.