Land Rover’s branded express material advertising and marketing and marketing campaign for its novel Defender SUV might perhaps perhaps perhaps well’ve been shot the day past. That’s how of-the-2nd it’s with its restful national park environment and create-your-have-chase theme.
The truth is, the lengthy-have video—dubbed “John Mayer Goes Commence air”—became as soon as filmed over three days in early March, following the favored musician spherical scenic locations in Northern California. Nonetheless label executives had been attempting forward to the ethical time to open it, given the outbreak of Covid-19 and the lengthy lockdown that followed.
Because it appears, the six-minute ad might perhaps perhaps perhaps well never agree with had a extra receptive viewers than it’ll safe now, as many American citizens return to tear, assuredly by automobile, and seize locations shut to dwelling.
And one more plus, in particular for superfans: Mayer presents an acoustic efficiency of a previously unreleased song as segment of the mission.
John has a true affinity for the logo—he can focus on about Defender particulars like he works for Land Rover
Jeremy Elias, ecd, Atlantic Re:mediate
Pros at the logo, who acknowledged they wanted to be thoughtful about what they released at some stage in the pandemic, conception the upside in the practically about six-month wait.
“The belief that of getting relieve to nature and how restorative that might perhaps perhaps perhaps well be — it feels very appropriate,” acknowledged Stuart Schorr, vp, advertising and marketing and marketing at Jaguar Land Rover. “And the utilize of a automobile to web away is perhaps essentially the most on-model utter it’s likely you’ll perhaps perform ethical now.”
The advertising and marketing and marketing campaign comes from Atlantic Re:mediate, which has partnered with the logo in the past, particularly for a advertising and marketing and marketing campaign known as “Scoring the Drive,” constructed spherical an customary safe from composer Hans Zimmer.
Re:mediate, the advertising and marketing and marketing arm and express material studio housed in The Atlantic, purposely gave Mayer a free outline and loads of room to high-tail off-script and off-boulevard, actually.
The Re:mediate group came up with the relieve-to-nature understanding and approached Mayer, a longtime Land Rover fan who’s posted about his have vintage Defender on his social media nonetheless had no old formal relationship with the logo.
The creatives took Mayer to Jedidiah Smith Redwoods Whine Park, a pair of dozen miles south of the Oregon border, and got verite-vogue photographs of him hiking thru the woodland and communing with thousand-yr-feeble redwood trees. He chats with an earthy, practically ethereal tour manual named Jenny Hanson and tries his hand at cruise fishing and rock skipping. (The latter doesn’t high-tail neatly, which makes for a low-key running gag).
His look is the opposite of some superstar endorsements, the keep it’s “painfully glaring that the particular person has been paid to be there,” acknowledged Jeremy Elias, Re:mediate’s executive inventive director.
An impromptu efficiency
“John has a true affinity for the logo—he can focus on about Defender particulars like he works for Land Rover,” Elias acknowledged. “It’s exhausting to flip far from that extra or much less enthusiasm.”
Schorr described Mayer as “a equipment guy,” who had been on Land Rover’s radar as a likely collaborator. Re:mediate paved the strategy, origin with talks gradual final yr, and Mayer conducted at the Defender’s U.S. kickoff at the L.A. Auto Recount in November.
The singer-songwriter instructed the teams he’d be bringing along a guitar for the “John Mayer Goes Commence air” shoot, and he ended up doing an impromptu efficiency of 1 of his customary ballads, sitting in a Defender with the majestic Pacific Ocean because the backdrop. That photographs, naturally, made it into the performed video.
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