The Different Strummer

It’s curious how wildly tastes can swing in a relatively short period of time.  When, in the 1967 classic movie The Graduate, Murray Hamilton (Mr. Robinson) leans in to advise Dustin Hoffman (Benjamin Braddock) to consider a predictably successful future in “Plastics,” the very concept of “plastic” was loaded with highly negative cultural connotations.  Plastic people were disingenuous, fake, mindless pursuers of a corrupted American Dream that created the Viet Nam War.  Yet only a couple years earlier plastic was viewed as an ideal way to add beauty and attraction to a guitar such as this 1965 Avanti solid-body!

The term “plastic” comes from Greek and more or less means “moldable.”  Moldable natural materials have been used for millennia, but synthetic or man-made plastics date from mid-19^th Century America.  At that time, the economy was shifting from agrarian to industrial.  A part of this shift was increasing demand for consumer goods by larger numbers of people.  Many of these products had traditionally been fashioned from natural materials.  For example, hair combs were carved out of bone.  Tortoise shell used to be, well, tortoise shell!  The problem was that, as demand rose, raw materials became scarcer.  Just one example of how cultural changes affected things: cattle ranchers stopped de-horning their steers, thus decreasing the supply of horn material.

The catalyst for modern plastics was the popularity of billiards in the 19^th Century.  The growing upper middle-class found it necessary to have a billiards room (for the guys to light up cigars after dinner, you know).  Billiard balls were carved out of elephant ivory.  Enormous numbers of pachyderms were slaughtered.  Obviously, this was unsustainable.  In 1863, a contest was promoted offering $10,000 in gold to anyone who could come up with a man-made alternative.  The result was the first celluloid invented by a New York printer named John Wesley Hyatt.  Alas, early celluloid was highly flammable and prone to exploding.  Nevertheless, they eventually got the formula worked out and modern plastics were on their way.

Just when instruments began to be covered in celluloid remains to be elucidated.  However, a good candidate for the first instrument is probably the accordion, which makes sense for this guitar.  Accordion history is far less well documented than that of guitars, but in the 1850s and ‘60s accordion-making developed in and around Castelfidardo, Italy, in the northeast in the Po River delta.  The region also had a guitar-making heritage.  Castelfidardo remains the center of accordion-making to this day.  Accordions came to the U.S. in the early 20^th Century and became popular by the ‘teens primarily through the Italian immigrants Pietro and Guido Deiro, who recorded extensively for Victor.  Sears sold Castelfidardo-brand accordions around this time with glued-on celluloid, including sparkle.  By the 1940s accordion technology had evolved to include covering curved surfaces in celluloid.

In the early 1950s there was an accordion craze among young Baby Boomers—my sister was captivated—but it fizzled out mid-decade.  This left the accordion makers—and importers—sitting with lots of capability and a greatly reduced market.  Fortunately for the accordion makers, the region of Italy where they existed was also home to a guitar-making tradition.  When Baby Boomers started turning to guitars later in the decade and into the 1960s, many accordion makers—EKO most famously (or actually Oliviero Pigini, EKO’s maker)—threw their hats into the guitar ring.  It was only natural that they should hit on covering guitar bodies in celluloid, just like their accordions!

As far as I know, EKO was the first to start making plastic covered guitars in around 1962 or ’63.  This Avanti was imported by European Crafts of Los Angeles I’m guessing around 1965.  European Crafts was importing Italian made solid-bodies at least by December of 1964, most made in Castelfidardo by the Polverini Brothers.  Presumably, this is one of those.  This is actually a pretty serviceable guitar once you’ve set it up right.  There are some amusing features, like the fake truss rod cover (the rod adjusts at the body).  What can I say?  They made accordions, didn’t they?  The pickups are controlled by a 4-way rotary switch that gives you neck, middle, bridge, all.  But really, the story here is plastic meant to look like root beer barrel candy!  Yummy!

Now, there’s nothing I love more than highly figured woods on my guitars, but root beer barrel candy plastic?  What’s not to love?  For better or worse, guitars like this Avanti were kind of yesterday’s news.  They were fine for combos in matching collarless suits with matching guitars.  But Dylan had “gone electric” and folk rock was hot.  And someone was, no doubt, working on the script of The Graduate.  Of course, there’s been a lot of water under the bridge since this Avanti appeared and today we recycle plastic.  So, show me a root beer barrel candy-coated guitar and I’m all in!  Plastics!

Roll Out the Barrel, And We’ll Have a Barrel of Fun! from MyRareGuitars.com

Vintage 1965 Gemelli 195/4/V Electric Guitar

Back in the old days—no, I mean the really old days—expensive guitars might have ivory or even pearl fingerboards. These were pretty rare, of course, limited to either presentation guitars or royal clients. The first plastic to be invented was celluloid in the mid-1800s. Actually this had to do with billiards, not guitars. Like expensive guitar fingerboards, billiard balls were made of elephant ivory. But it was clear to the ball manufacturers that this situation couldn’t last. They sponsored a competition to find a replacement, and celluloid won. Now, it had a problem of being highly explosive, which presents a problem if you’re going to poking sticks at it! Still, it began a whole new industry.

Fortunately for us, engineers figured out the incendiary problem. Just when celluloid began to be used on guitars is unknown. But by the late 1920s manufacturers had learned how to make it in sheets and strips, and it began to be used as pickguards and binding. They also figured out how to make it look like pearl and sparkle gold. These began to appear on guitars. The former we now call pearloid; the latter was known in the guitar trade as “glitter.”

Vintage 1965 Gemelli 195/4/V Electric Guitar

By the Great Depression of the 1930s, pearloid, along with decals (“decalcomania”), became a popular way to spruce up cheap guitar materials and make people feel like they were getting something more than they could really afford. Pearloid was used for pickguards, trim, headplates, fingerboards. By this time “tortoise” celluloid was also common for use in pickguards (yes, real tortoiseshell used to be used).

After the War came the surge of electric guitars and the surge in population known as the Post-War Baby Boom. These two surges crashed together like breaking waves in the early 1960s, with a resulting tsunami of demand for electric guitars. Far more demand than American guitar manufacturers could supply. Some enterprising businessmen turned their gaze East to the inexpensive manufacturing possibilities in reconstruction Japan. Others looked to reconstruction Europe, where mass-manufacturing of guitars was an already established industry. Compared to American standards, costs were relatively inexpensive there, too. Sweden, the Netherlands, Germany, and Italy were all major suppliers of guitars to musically inclined Boomers.

Vintage 1965 Gemelli 195/4/V Electric Guitar

Curiously enough, most of the established European instrument making centers included a variety of instruments, and especially accordions. Fortunately for the latter, there had been an accordion boom in the US during the mid-1950s. After that went bust, they had excess capacity. When the tide guitar demand began to rise in the early 1960s, the accordionistas were in a position to call on the guitar makers up the street to help them ramp up to meet American needs.

And, of course — ta da— accordion makers were highly skilled at working sheet plastic! So, it should come as no surprise that among the first European electric guitars to get to the US were the sparkle-plastic covered Hagstroms from Sweden in around 1958 or so. The demand had yet to emerge. But when it did, Hagstroms were joined by plastic-covered EKO guitars by Oliviero Pigini in around 1963. Others followed.

All of which is a long way around to this Gemelli guitar. Much of Italian guitar making was centered around Castelfidardo, Italy. In fact, there were a whole bunch of makers in that area who supplied guitars during the ‘60s, most making guitars for other distributors using whatever brand name was required. One of them was Benito & Umberto Cingolani, located Recanati not far from the Pigini plant. Among the brands they built was Gemelli.

A number of features make this guitar special. The pearloid plastic fingerboard is an obvious one. Long gone are the days of the simple sheet pearloid. This is a hard, nice, fast surface that plays like a dream. Another is the nifty black to green sunburst finish! These were especially popular on both Italian and English guitars during the ‘60s, especially Burns guitars, though American makers were not especially enamored of the style (Harmony did one at the end of the ‘60s and early ‘70s). . Finally, there’s the way cool push-button controls, a leftover from the accordion days. These give you All, Treble, Treble and Bass, Middle, Bass, and Off. Pretty neat, huh? The guitar is lightweight and the vibrato has a butter touch. Overall, this is a darned good starter guitar!

Plastic-covered guitars didn’t go over all that well in the US and they were gone by around 1966 at the latest. However, in this case, the plastic only enhances what’s a swell little guitar, not putting glitter on a piece of junk.

A Plastic Fantastic Dream (1965 Gemelli 195/4/V Electric Guitar) from MyRareGuitars.com