Once a year, the National Association of Music Merchants (NAMM) turns the spotlight on some of the most creative and engaging ads that feature music instruments and music making. The 2013 winners of the NAMM Excellence Award for Music in Advertising are Goodby, Silverstein & Partners for their Chevy Sonic ad, titled “Let’s Do This/Needing-Getting/OK Go.” The ad features members of the band OK Go driving a car rigged to play music with a little help from hundreds of guitars, pianos, and percussion instruments positioned along the driving course. Gretsch pitched in 148 black Gretsch G5105 Electromatic CVT III guitars and 140 red Gretsch G5103 Electromatic CVT III guitars to the video, as well as 67 Gretsch G5222 Electromatic Compact amps. The presentation made at the 2013 NAMM Show held at the Anaheim Convention Center took place in front of 4,000 music-industry leaders at a breakfast session on the final morning of the four-day event. A. Eicoff & Company with UnitedHealthcare / AARP ad titled “Playing for Keeps” and Wieden & Kennedy’s “Music Teacher” for Target took home the days other top honors.
Eleven of the cherry and black Gretsch Electromatic G5103 CVT III guitars that were used in OK Go’s viral "Needing/Getting" music video are now available for purchase. In the video, which first aired during Super Bowl XLVI and currently has over 18,000,000 views on YouTube, the band played their song by driving a van through
OK Go can play instruments with their hands, but they decided to use a Chevy Sonic to reform that task in their latest video for "Needing/Getting." Appearing in a commercial airing during the Super Bowl, the Sonic was specially modified with retractable arms to hit or strum 288 instruments along a desert road course. There were
OK Go's latest music video, "Needing/Getting," is set to premiere this weekend on Super Bowl Sunday and from the teaser below, it appears it's going to be yet another viral sensation. Filmed with Chevy, the video teaser reveals that 288 instruments were used in its making. Specifically, 148 black Gretsch G5105 Electromatic CVT III guitars