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 singer-songwriter-musician explored Jedediah Smith Redwoods State Park behind the wheel of his favorite vehicle, the new 2020 Land Rover Defender.
A six-minute film–directed by Eric Ryan Anderson of production house Bindery for agency Atlantic Re:think–anchors the new “John Mayer Goes Outside” campaign, featuring Mayer driving 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.
“We wanted to capture the experience of being outdoors, in a way that didn’t feel forced or scripted. In other words, get John Mayer in his favorite car and show him a good time in the wilderness,” said Jeremy Elias, executive creative director of Atlantic Re:think. “The trip has taken on new meaning in the months since we filmed, and so has the brand’s message of embracing the power and beauty of the great outdoors.”
CreditsClient Jaguar Land Rover Defender Agency Atlantic Re:think Jeremy Elias, executive creative director; Drew Campbell, associate creative director; Jordan Teicher, John Peabody, content strategists; Stacey Barnes, web developer; Leah Campbell, project manager. Agency dentsu X Melissa Matthews, SVP content; Max Voreacos, associate producer. Production Company Bindery Eric Ryan Anderson, director; Mikey Van Beuren, DP; Carter Collins, exec producer; Jason Goldman, producer; Jen Gothard, head of post; Matt Dunne, editor.
Top Spot of the Week: Samsung, BBH Singapore, Director Rhys Thomas Get Fit For A Surf Holiday
Samsung’s new global campaign from BBH Singapore, featuring Samsung Health and Galaxy AI, tells the story of a young professional couple who compete to get fit for a surf holiday.
Titled “A Samsung Health Story: Racing to Fiji,” this film taps into Gen Z’s wellness dilemma and the fact that they can often find health information overwhelming; in particular, BBH Singapore took inspiration from young people who reference their “quarter life crisis” on social media. This film tells the story of Stacey and Steve who decide to go surfing in Fiji, something they did five years ago but haven’t done since they started their jobs. However, there’s one problem: they need to get fitter first.
Featuring a range of Galaxy products powered by Galaxy AI, they rebuild their fitness to prepare for the trip, competing playfully to spur each other on. We see them comparing their Energy Scores (a new feature on the Samsung Health app), recording their runs and swims on their Samsung Galaxy Watches, trying and failing to get fit at work and on their commutes and striving to improve in the run up to the trip. When they get there, however, there’s a fun twist, and the film ends on a cliffhanger.
The ad is expected to be the first in a series, which will develop the characters and their “world” in future episodes. This longform (two-and-a-half-minute) version of the spot delves deeper into the storytelling, in a fresh approach for Samsung’s product campaigns, while the shorter edits focus on driving exposure to specific features.
BBH Singapore also leaned into the entertainment aspect of the spot; it was directed by comedic specialist Rhys Thomas at Stink Films, who has a major TV background. Best known for his work on Saturday Night... Read More