Going On the offensive inoffensively
It was feared by some musicians that my client’s drum machines were putting drummers out of work. New technologies often get that reaction. To address that fear, we took the high road and offered the LinnDrum directly to drummers themselves, as in this ad that appeared in “Modern Drummer” magazine. In it, we pointed out that the LinnDrum could be played “live,” through drum pads in a live-performance setting. We further pointed out that since producers wanted the LinnDrum on their sessions, the fully-equipped drummer ought to have one and that the drummer was naturally the best person to use and program a LinnDrum. This ad tactfully and forthrightly dealt with issues that concerned drummers and they responded, rewarding our efforts by making the LinnDrum their drum machine of choice–something to be embraced rather than feared.
What: Concept, copy assistance, design, art, corporate logo
For: "Why Drummers Prefer LinnDrum to Other Drum Machines" full-page color magazine ad
Client: Linn Electronics/p>
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