Latest Fender campaign from Wieden+Kennedy

The new Fender campaign, titled The One. For All. is tied to the release of the American Professional II Series, an expansion of the second generation of its flagship electric guitars and basses to support artists. 

It is the most widely adopted series by players in the world with over 60% of Fender artists across all genres.

For close to 75 years, Fender has helped blazer 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.

The spot 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), Este Haim (Precision Bass), MonoNeon (Jazz Bass) and more.