Gibson Wants to Put Marty McFly's Cherry Red on Your Wall and in Your Hands
Gibson is celebrating the 40th anniversary of Back to the Future with limited-edition ES-345 guitars. The campaign combines nostalgia with a public search for the original on-screen guitar, engaging fans and reinforcing Gibson’s cultural significance.
The Setup
Gibson
For the film’s 40th, Gibson dropped two Back to the Future ES-345s: a Custom Shop “1955” Collector’s Edition capped at 88 and an Epiphone limited to 1,985. Both carry the movie’s details: Cherry Red, Bigsby, Varitone, and the block at the 12th fret. The Custom comes with case candy straight out of Hill Valley. At the same time, Gibson is still hunting the actual on-screen guitar with a public tip line and a documentary following the search.
This is classic movie magic turned into strategy. The replicas give fans a piece of the story, while the ongoing search for the missing guitar keeps that story alive. The limited runs build status. The hunt builds culture. Together they turn nostalgia into belonging.
The Breakdown
Gibson
Brand Positioning and Identity
A heritage maker staging culture, not just gear. Gibson positions itself as the custodian of a mythic movie moment and the brand that can authenticate it in the present with a collectible drop and a public hunt for the missing hero prop. The limited Custom Shop creates prestige, while the Epiphone brings participation.
Target Segment and Audience
First, the collectors and longtime Gibson fans who buy Custom Shop history at $19,999. Second, the movie fans who grew up on Back to the Future and want a piece of it at $999. And finally, the music and entertainment crowd who help turn nostalgia into headlines.
Messaging and Storytelling
Two intertwined stories drive the campaign. The first celebrates the 40th anniversary with faithful replicas that include every recognizable cue such as the Cherry Red finish, Bigsby, Varitone, and 12th-fret block, along with movie-themed case candy. The second keeps the story alive through a real-time search for the missing original, recruiting cast members and press to participate. It is merchandise mixed with mystery.
Experience and Journey
The experience starts with the anniversary reveal on Back to the Future Day. It deepens through product pages and media coverage that detail specs and numbers, and extends through the tip-line documentary inviting fans to help solve the mystery of the missing guitar. The journey moves from nostalgia hit to purchase to participation.
Gibson
Community and Culture Insight
Nostalgia converts best when it feels specific, cinematic, and shared. The Marty-at-the-dance scene is a universal origin story for guitarists, and turning that moment into a community search transforms fandom into cultural action.
Differentiation and Unique Selling Point
Many brands do movie collaborations. Gibson turns the idea into cultural ownership. The limited counts are coded with meaning: 88 Customs for 88 mph, and 1,985 Epis for the year of release. The ongoing hunt reinforces that Gibson owns the legend, not just the design.
Design Language
The look is rooted in visual fidelity. Cherry Red semi-hollow body, gold hardware, Bigsby, Varitone, and split parallelograms combine with a Flux Capacitor case light and movie ephemera to complete the experience. The Epiphone model mirrors the same silhouette and details for a wider audience. It reads as a cinematic prop made playable.
Marketing Pitch
Own the scene that made you pick up a guitar, in a form you can actually play. If you can’t find the original, help write the sequel.
Is It A Winning Pitch?
Which one would you actually play: the 88-run Custom or the 1,985-run Epiphone?
Epiphone
Gibson Custom
Chris Vinnicombe
