Fender

Re-releases happen all the time. But rarely, are they rereleases as legendary as the original. Fender pushed the boundaries of a re-release by not changing a single screw. To announce the American Vintage Series II, Pattie Smith challenged players to change it all, “Unchanged To Change It All.”

Anthem Film

Pop-Up Activations

Fender Pop-Ups let you buy the American Vintage Series for the same price as back in the day, unchanged.

NY Times Launch Ad

A full page NY Times ad covered all the specs that were unchanged to create the American Vintage Series.

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