‘Dave’s Garage’ Print Advert
Client: Headline Music UK

When Headline Music announced they were introducing a Three Year Care Package on US-made PRS guitars, I knew straight away what I wanted to do for the print ad.

And it didn’t involve tedious images of a luthier lovingly tweaking a guitar on a clinically tidy workbench.

Instead, I wanted to balance a £4000 guitar on a filthy, greasy car jack in a filthy, greasy garage. I was pretty sure the image would persuade readers not to let just anyone fettle their PRS, but to have its annual service performed by Headline’s highly trained techs.

In the end, photographer Jordan McLachlan chickened out and used a £1500 model for the shoot instead. But the concept remained otherwise intact.

There’s very little advertising of this ilk in UK guitar mags, so the finished result is arresting and does the job of reinforcing the PRS brand as adventurous, creative and risk-taking.