Haha, what a fucking strange advert! James looks hilariously despondent and the quote is perhaps the least inspiring thing you could have said about the amp! The whole thing just looks like James giving a half-arsed eulogy - "I loved this amp!"
The oddest thing about it is that at some point someone paid a lot of money in an ad agency must have looked at this photo of James, looked at that quote and thought, 'My God,
this is what we're going for!"