Brilliant!

[dorkrockrecords]

Who are the ad wizards who came up with this one?

[Sarah93003]

How funny is that! It would be very interesting to know how that came about.

[rynaro]

hahaha Fender REALLY had an oversight that day at the photoshoot ... ok we packed the amp, 2 pedals, leads, hmmm are we forgetting anything???
hahaha

[dorkrockrecords]

I wish I could see the date on that advertisement. It's a late '60s model Mark I - which was right around when the company went belly up. So really, even though the dirty hippy is playing a Mosrite, Mosrite may very well have been out of the picture at the time. Sounds like Fender had the last laugh.

[Veenture]

You're probably right Adam but taking the ad on it's 'face value', one could also see it as a MOSRITE ad, tongue in cheek kinda way:

"You (Fender) can't win 'em all"

[thunderhead]

And we all have heard the story of Semie flipping a Strat over to get his famous body shape!!!! Does anyone remember Iron Butterfly using Mosrites I saw a recent Concert of those guys on PBS and they were using Wilson Bros. Guitars, with a Floyd Rose Installed

[Deke Dickerson]

Looks like the same genius ad crew that came up with the "1948 Telecaster-1978 Telecaster" ad they ran in Guitar Player around the same time. Apparently the geniuses at Fender couldn't look in their own files to see that the Telecaster (first produced as the two-pickup, pine bodied Esquire) didn't come out until 1950!

Not to mention the fact that the two Telecaster prototypes that have surfaced BOTH have 1949 dated pots in them, despite the fact that Leo and George Fullerton and a few other guys consistently referred to the prototypes for the Tele as 1948 instruments....

Deke

[Mr. Bill]

My guess would be this is from the early 70's.

They probably chose the Mosrite because they had gone belly-up.

They would never have used a real competitors instrument in the ad.

[Strat-o-rama]

I took it the way Mr. Bill did: it is an ad for Fender accessories, so to give the ad humor, they selected a defunct guitar maker, and purposely avoided a Fender guitar, without promoting a competitor (Gibson, Rickenbacker, Gretsch, Ovation, etc).

[Veenture]

...yes, and the late sixties/early seventies reader (possibly knowing about the defunct Mosrite brand) would hopefully read into the ad:

".........so thank goodness there's still our Fender guitar to take it's place"

whisper....or am I now stating the obvious?