Now more than ever, it feels good to get outside. For John Mayer, a journey into the Redwoods of Northern California earlier this year underscored that point, as the musician explored Jedediah Smith Redwoods State Park behind the wheel of his favorite vehicle, the new 2020 Land Rover Defender. The experience is captured in “John Mayer Goes Outside,” a new advertising campaign from Atlantic Re:think and Land Rover.
A six-minute film anchors the new collaboration, featuring John Mayer driving the 2020 Land Rover Defender along the golden coastline of Northern California, stopping to hike with a local guide and practice fly fishing along the way. Reflecting on the power and necessity of escaping routine to be outdoors, Mayer says in the film: “I don’t think you can come out here and get any other message from yourself other than, ‘You’re alright. You’re okay.’” The film was shot over a three-day period in March, just before the pandemic took hold of the United States, and the collaboration includes behind-the-scenes images and videos from the shoot.
Developed in partnership with the agency of record for Land Rover, dentsu X, John Mayer Goes Outside resonates even more today as Americans look to the country’s natural wilderness for escape from quarantine. The shoot marked Mayer’s first time in Jedediah Smith Redwoods State Park and first time driving the new Land Rover Defender, a vehicle Mayer has history with as he has been a Defender enthusiast and owner for more than a decade.