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.