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Pro-Mark: Say It With Your Music

These unusually minimalist ads for a well-known drumstick brand are, as GSD&M GCD Karen Gregory points out, notable for their lack of a skins-slamming endorser. "Most drumstick manufacturers, including our client Pro-Mark, have used endorser

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These unusually minimalist ads for a well-known drumstick brand are, as GSD&M GCD Karen Gregory points out, notable for their lack of a skins-slamming endorser. "Most drumstick manufacturers, including our client Pro-Mark, have used endorsers in their advertising," she explains. "We feel that most drummers know that these high-profile drummers use the products for free in exchange for their name in an ad. Over the past several years, we felt that Pro-Mark needed to break out of this sea of sameness and really let the musician know that Pro-Mark, as drummers themselves, understands them. After researching real drummers, we confirmed those findings. This campaign is meant to let drummers know that Pro-Mark is supporting musicians at all levels; the company understands the essence of playing, constantly improving technique and expressing oneself through music." The ads are titled "The Finger"; "Hang Loose"; "Peace"; and "Rock On, Dude." But we bet you could figure them out even if you don't know a hi-hat from a top hat. Photography by Andrew Yates, www.andrewyates.com.
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About

Credits
Date
Jan 09, 2006
Client:
Pro-Mark
Group Creative Director:
Karen Gregory
CD/Copywriter:
Ray Longoria
CD/Art Director:
Matt Davis
Digital Imaging:
Daniel Rodriguez
Photography:
Andrew Yates
Agency:
GSD&M
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