Vintage Tokai Ads
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Starting with what has to be one of the most provocative guitar ads of all time. Not only because of the nudity, but because it preceded a firestorm reaction by CBS-Arbiter and at least a year of legal headaches for Tokai in the UK.
Censored version of the ad:
Designed by Eric Dixon at Blue Suede Music Ltd.
Eric Dixon on August 18, 2013 at 4:45 pm
"I designed and published that ad on the back cover of Music UK magazine. At the Frankfurt Music Trade Show that year I noticed four ‘suits’ looking at the ad and tut-tutting. “Hey guys, that’s my ad. Do you like it?” “You should be ashamed of yourself for publishing such a disgraceful ad!” “Oh really? Now, without opening the magazine, tell me who advertised on the previous page” (They had no idea). “Well, it was Doug Chandler’s Music shop. Seems he wasted his money didn’t he? Not only did you notice my ad, but you’re stood here talking about it! What’s the whole point of advertising? Do you know how many 40 foot containers of Tokais that ad has sold?” Crack a smile boys…. it’s only rock & roll!"
http://www.guitarfail.com/tokai-is-coming/
Censored version of the ad:
Designed by Eric Dixon at Blue Suede Music Ltd.
Eric Dixon on August 18, 2013 at 4:45 pm
"I designed and published that ad on the back cover of Music UK magazine. At the Frankfurt Music Trade Show that year I noticed four ‘suits’ looking at the ad and tut-tutting. “Hey guys, that’s my ad. Do you like it?” “You should be ashamed of yourself for publishing such a disgraceful ad!” “Oh really? Now, without opening the magazine, tell me who advertised on the previous page” (They had no idea). “Well, it was Doug Chandler’s Music shop. Seems he wasted his money didn’t he? Not only did you notice my ad, but you’re stood here talking about it! What’s the whole point of advertising? Do you know how many 40 foot containers of Tokais that ad has sold?” Crack a smile boys…. it’s only rock & roll!"
http://www.guitarfail.com/tokai-is-coming/
Then a years alter nod to this first wave of Tokais...
BEWARE OF IMITATIONS
"In October 1981, Blue Suede Music launched the now legendary Tokai vintage series of guitars on to the UK market.
The reception from retail music shops, their customers, and our national music press was overwhelming:
"This is simply one of the finest guitars I have ever played and I've played most of them." Music UK.
"... it plays and sounds like the real thing and I doubt whether it differs in this respect from the genuine article" Guitarist
"I have never felt, played or heard a copy like this before" E & MM
"Solid, reliable, beautifully built and superbly playable, you really ought to try one of these Tokais." Sounds
Isn't it time you found out for yourself just what all the fuss is about?"
Tokai ad June 1986
Tokai (International Musician & Recording World, Jun 1986)
BEWARE OF IMITATIONS
"In October 1981, Blue Suede Music launched the now legendary Tokai vintage series of guitars on to the UK market.
The reception from retail music shops, their customers, and our national music press was overwhelming:
"This is simply one of the finest guitars I have ever played and I've played most of them." Music UK.
"... it plays and sounds like the real thing and I doubt whether it differs in this respect from the genuine article" Guitarist
"I have never felt, played or heard a copy like this before" E & MM
"Solid, reliable, beautifully built and superbly playable, you really ought to try one of these Tokais." Sounds
Isn't it time you found out for yourself just what all the fuss is about?"
Tokai ad June 1986
Tokai (International Musician & Recording World, Jun 1986)
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1983 ad:
7okai
IT'S HIGH TIME
The premier guitars of Europe and Japan available now in the USA. The serious choice for serious players… a select group of vintage and contemporary styles from $375.00.
Tokai
Design excellence
International Music Corporation
PO. BOX 2344 FORT WORTH, TEXAS 76113 PHONE: (817) 336-5114
7okai
IT'S HIGH TIME
The premier guitars of Europe and Japan available now in the USA. The serious choice for serious players… a select group of vintage and contemporary styles from $375.00.
Tokai
Design excellence
International Music Corporation
PO. BOX 2344 FORT WORTH, TEXAS 76113 PHONE: (817) 336-5114
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Ritchie Blackmore model... SR60
https://www.guitarsofjapan.com/post/new-tokai-model-discovered-ritchie-blackmore-model
"New product in Tokai Super Edition series! A total of 5 new models have been added to the popular Tokai Super Edition series. Let's introduce the specs full of fascination. <SR-60> (60,000 yen) The Ritchie Blackmore model with a scalloped fingerboard is finally here! 6Ø The high-power PU of the pole piece and the extra-thick super arm are also attractive guitars."
https://www.guitarsofjapan.com/post/new-tokai-model-discovered-ritchie-blackmore-model
"New product in Tokai Super Edition series! A total of 5 new models have been added to the popular Tokai Super Edition series. Let's introduce the specs full of fascination. <SR-60> (60,000 yen) The Ritchie Blackmore model with a scalloped fingerboard is finally here! 6Ø The high-power PU of the pole piece and the extra-thick super arm are also attractive guitars."
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Thank you for sharing, as always, you are so very resourceful!
Homer J. Simpson
Well-known member
(1985)
Homer J. Simpson
Well-known member
Slightly different and colored version of the "who put the..." ad above (also 1983):
Also here's a 1985 review of the TSG-60:
SD-50 review, also 1985:
1982 Review of ST-50, FV-1 and the little Tokai '54 amp:
Also here's a 1985 review of the TSG-60:
SD-50 review, also 1985:
1982 Review of ST-50, FV-1 and the little Tokai '54 amp:
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bluejeannot
Well-known member
This was my local music store when I was young and was incidentally the shop in which Lennon and Mc Cartney learned some jazz chords from a certain Jim Gretty a guitar salesman who was still working there when I was 16 and window shopping there.Oct. 8, 1982
Homer J. Simpson
Well-known member
Electronics & Music Maker, Nov 1982 |
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