Guild advertisement (1982)
When the thrill is gone... get it back with Guild
By the 1980s, American guitar manufacturers were struggling somewhat to find mass acceptance with new solid-body designs; the likes of Fender and Gibson had more commercial success with updated versions of existing models, Stratocaster and Les Paul style guitars with updated electronics and other hardware. But Guild kept on creating new guitar designs throughout the 1980s, releasing some highly distinctive instruments, very much of their time. Like Gibson they did keep producing their traditional high end jazz guitars, but it was the wilder solid bodies that got the most attention from the public.
The three models featured in this advertisement were all new, and completely 1980s... The outrageous X-79, with it's matching body and headstock shapes, the admittedly more conforming S-275 and the SB-202 bass.