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    W+K Portland Lays Down “The Rules” For Fender

    By SHOOTUpdated:No Comments3097 Views

    Wieden+Kennedy in Portland, Ore., turned out this “The One. For All.” campaign for Fender, tied to the release of the American Professional II Series, an expansion of the second generation of its flagship electric guitars and basses. 

    For close to 75 years, Fender has helped blaze a trail of cultural innovation globally across genres, gender and diversity. To celebrate this spirit of never settling for the status quo, “The One. For All.” campaign amplifies new artists who are breaking conventional rules about the path to success–changing what it means to be a musician right now, and in the future.  

    This centerpiece spot, titled “The Rules,” is narrated by Oscar® Award-winning actor and musician Billy Bob Thornton and showcases the iconic models of the American Professional II series. Each guitar model is paired with artists whose voices showcase the versatile Fender instruments. The artists within the film include Steve Lacy (Stratocaster), Lindsay Ell (Stratocaster), Dominic Fike (Stratocaster), Orville Peck (Telecaster), Ashley McBryde (Jazzmaster) and Este Haim (Precision Bass), MonoNeon (Jazz Bass). 

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    Credits

    Client Fender Agency Wieden+Kennedy Portland, Ore. Eric Baldwin, executive creative director; Shaine Edwards, Emma Barnett, copywriters/art directors; Nick Sage, Eddye Borgese, producers; Lisa Calgaro, creative operations manager; Nathan Goldberg, group strategy director; Scott Woodhouse, brand strategy director. Sarah Starr, design ops manager/design producer; Joan Comellas, Mitch Wilson, studio designers. VFX House of Parliament Phil Crowe, VFX supervisor, managing director; Jeff Langlois, 2D VFX artist; Erica Kaul, VFX exec producer; Michael Novo, VFX producer. Editorial Work Editorial Biff Butler, editor; Ryan Eakins, assistant editor; Marlo Baird, post exec producer; Chelsea Bassler, post producer. Color a52 Daniel De Vue, colorist; Thatcher Peterson, color exec producer; Jenny Bright, color producer. Music Andy Huckvale, artist. Song: “Riot” Audio Post Joint Noah Woodburn, audio mixer; Leslie Carthy, exec producer.

    Media Type:Commercial: Television
    ScreenWork Categories:Commercial
    Video Tags:FenderWieden+Kennedy



    W+K Portland, Directors Daniel Wolfe and Jess Kohl Team On Tongue-In-Cheek Not YETI Campaign Spot

    Monday, November 17, 2025

    This holiday season, YETI, in partnership with Wieden+Kennedy (W+K) Portland, has launched a film to highlight the unintended consequences of gifting a YETI product to someone you love. “Don’t Get Them a YETI,” is a punchy cautionary tale with a wink, warning those considering gifting a YETI not to, because a world of adventurous highs and lows awaits and it might just be more than they bargained for.

    Directed by Daniel Wolfe and Jess Kohl of Love Song, with VO by Oscar- and Grammy-winning singer-songwriter and Yellowstone actor Ryan Bingham, the hero film opens with a YETI Tundra Cooler flying off the back of a truck and tumbling through the mud. This kicks off a kaleidoscopic fever dream of worst-case scenarios in the mind’s eye of the female lead. As she imagines what could unfold, bites to burns to rashes, to wet dogs to never ending slideshows, the witty voiceover rattles off reason after reason why giving a YETI is a terrible idea.

    But the truth is, every “disaster” looks kind of amazing. And as the adrenaline builds, so does her resolve. By the end, she commits. This might be the worst idea she’s ever had, but it’s also the best. She’s getting the YETI.

    The campaign embraces YETI’s core truth: it’s not just gear, it’s a gateway. A catalyst. And commitment to whatever comes with it. And YETI clearly has no problem beating up their own product in the process. Because they know it’s built to take it. From the mud to the rodeo to the back of a bush plane, these products are made for the ones who go too far—and the loved ones who enable them.

    “Don’t Get Them a YETI” flips the holiday script. It’s not just about gift guides and wrapping paper. It’s about understanding what you’re really giving... Read More

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