Sparrow Guitars: Mom

Get a groupie who doesn't answer to "Mom".
Stop playing games. Start playing guitar.

Advertising Agency: Rethink, Canada
Creative Directors: Ian Grais, Chris Staples
Copywriter: Keri Zierler
Art Director / Designer: Rory O'Sullivan
Studio Artists: Richard Parkes, Justine Renvoize
Photographer: Clinton Hussey
Account Manager: Louise Ritchie

22 comments

CommandZ's picture
CommandZ
2486 pencils

Great insight and a pet peeve of mine about Guitar Hero. Your NOT really playing guitar. Love this. Good lines too.
Ivan the first and third are the same. Is there a third one thats different?

Sushi lover's picture
Sushi lover
907 pencils

The guitar looks like a chocolate to me lol

Dream needs to be big!

Jaap Grolleman's picture
Jaap Grolleman
6996 pencils

Great! It made no sense to me until I red the small copy but it really finishes it ;D though groupies might be a bit too far for kids ;p

the true's picture
the true
70 pencils

so sad for me.

Billoughsby's picture
Billoughsby
5091 pencils

Nicely accomplished. -- Perfect props and optimal angle. Funny copy. Fresh approach to promoting music education or selling guitars.

(And I like that it dares deftly mock the hallowed 18 - 24 and under demographic. How rare is that these days in advertising?)

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

FourT6and2's picture
FourT6and2
218 pencils

The insight is a first-thought. Yeah, as a guitarist I like to think I'm better than people who play these games and think they can rock out. However, from these ads I still don't know anything about Sparrow guitars. I've been playing guitar for 15 years. I've never heard of Sparrow. Why should I buy a Sparrow guitar instead of... say... a Gibson or a PRS? All these ads say is "you should go play a real guitar." Well, ok I'll go buy a Fender because you've given me no information about Sparrow.

These ads speak only to Advertising people. Guitarists know better and they'll call you on your BS every time. If the ad is speaking to people who are just starting to play guitar and might be buying their first instrument, it still doesn't work. Never seen a Sparrow guitar in a music store. Never heard of Sparrow guitars. Don't know why I should buy one over some other brand. I don't even know the brand or what it stands for from these ads, except that Sparrow hates video games.

Why focus on a negative? Why lash out at video games and neglect to inform me about who or what Sparrow is as a brand and as an instrument? Don't sell me on not playing video games. Sell me on buying a Sparrow guitar.

Looking at Sparrow's website, it appears that their guitar are targeted toward beginners. They're relatively cheap and have a hot-rod pinstripe (hand-painted) motif. So there's some really good hooks to write to. I wonder why they chose to ignore these selling points?

Guest's picture
Guest

From these ads I know that Sparrow is a cool brand and it can speak in my language (if i was a teenager wishing to be a rockstar). And i think that's enough. As a beginner i don't need any other information.

FourT6and2's picture
FourT6and2
218 pencils

Yeah, I think "teens" know better. Sparrow is a "cool" brand? No, not from these ads. They're simply telling people to pick up a real guitar instead of playing fake ones on a video game. I think South Park poked fun of this a number of years ago with their Guitar Hero episode. People don't want to learn to play a real guitar if they play Guitar Hero. That's the point. No practice, no "effort," no work to get good at a guitar when you can live vicariously through a video game. These ads are well executed and the "idea" behind it can work if it gets pushed more. I think I'm being hard on them since I play guitar and I know how guitarists think, even beginners.

A guitar is something personal. A musician has a connection to their instrument beyond a "hey look at me, I'm a rock star." The creative needs to show the viewer what Sparrow guitars is all about; way beyond "we're a cool brand."

Also, what about that POWER GIG viral ad? Their product is an interface so you can connect a real guitar to video games like Rock Band and Guitar Hero instead of using those fake plastic guitars. They loaded up a plane with hundreds of them and dropped them into a REAL volcano in Iceland to show that you can now rock out with a real guitar, even through a video game. Slightly different target since their talking to people who already play guitar. But, that's a COOL idea.

Guest's picture
Guest

I agree with you, dear toolish man!
: )

thedesignaddict's picture
thedesignaddict
5415 pencils

..."just ahead of me."

FourT6and2's picture
FourT6and2
218 pencils

You get a gold star and a beer. :)

Francesco1n's picture
Francesco1n
73 pencils

I agree with you, dear toolish man!
: )

FourT6and2's picture
FourT6and2
218 pencils

:) first person to get that reference on this site. Gold star!

Guest's picture
Guest

@FourT6and2 - from one axe man to another, very accurate insight. This does nothing for anyone looking beyond a first guitar. That being said, perhaps that was their intent.

FourT6and2's picture
FourT6and2
218 pencils

Perhaps. But I still think it could say a little more about Sparrow and a little less about video games. ;) Just my opinion, though.

Hiperion's picture
Hiperion
3138 pencils

First though. Only correct.

Jotacef's picture
Jotacef
219 pencils

it is very good!

Guest's picture
Guest

rock band is borrowed interest. lame.

Guest's picture
Guest

Great stuff.

Guest's picture
Guest

As someone who has played guitar in bands for like 8 plus years I really don't understand the animosity towards the "Hero" games from musicians. Complaints seem to take the form of 'this isn't actually playing music so it's lame.' I don't think there is anything intrinsically great or 'cool' about playing actual guitar either. Who cares if people want to do this for fun? No one goes on forums to complain about people playing Madden '11 on PS3 or Xbox 360 because they're not actually playing football. I could maybe understand these complaints if there were a contingent of Guitar Hero fans who were boasting about being great 'musicians' because they are good at the game, but nobody seems to think this, either. So relax; real guitar is potentially just as lame as any "Hero" game -- just take a stroll by the amp room in your local music store and you will hear what I'm talking about.

Cladman's picture
Cladman
74 pencils

i think these are creative and look great, but positioning your self against a toy doesn't seem to be saying much.

Guest's picture
Guest

nice

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