Back to the Future

This classic cover shot of Kreh and Clouser is from a 1999 issue of Fly Fishing in Salt Waters I picked up in a free box at Rocky Mountain Anglers last week. Flipping through the pages of this issue, and the two others I managed to snag, one can't help be struck by how little things have changed in the last 9-10 years.

So which brand came up with the sepia toned Montana guide based ad campaign first?

One of the classic old Scott ads.

And sometimes you just want to forget that you were a nerd back in high school.

Comments

[chris]

the Scott ad reminds of another awesome one in that series that was titled "Superior Lifting Power" (or something like that). it was a picture of a guide and sport on a flats skiff. the sport is hooked up to a guy driving a jet ski and ripping him off the watercraft at top speed with a nice bend in the rod. sweet.

[Simms Marketing Dept]

Thanks for running that Gore-Tex wader ad again. It is a favorite, and adorns a prime location in our offices in Bozeman. Simms and Gore collaborated on the production of that advertisement, and the guides were dressed head to toe in Simms products. Our president was on site with Andy Anderson, helping art direct the shoot. (He also happened to be along on that trip with Lefty and Clouser in Costa Rica.) Andy was shooting a lot of Simms stuff at that time, and our goal was to develop an ad that would be consistent with Simms brand advertising. It was shot in early May during a strong baetis hatch, which contributed to the serious look of the featured guides.