Brand campaign for the most highly revered guitars on earth—Taylor Guitars. Founded in 1976 by San Diego’s Bob Taylor and Kurt Lustig and built on a relentlessly innovative mindset that’s kept them strumming along happily for five decades.

The ads are a narrative of that internal debate among guitar enthusiasts. Is it looks or what’s on the inside that matters most? Maybe it’s both.

One ad from the campaign found its way into the 1,000th issue of Rolling Stone Magazine.