To reintroduce the Land Rover Defender to the world after the cult-following vehicle went on a North America hiatus for more than two decades, Havas Formula created a steady cadence of announcements that built excitement before the official debut. Outside of traditional on-and-off road drives with press, Land Rover partnered with musician and car enthusiast, John Mayer, to showcase the power and necessity of escaping the usual routine and making your way outdoors while shooting a 6 minute film piece with The Atlantic to show the Defender in-action along the Northern California coastline. To further amplify this exclusive relationship, Havas Formula coordinated a surprise concert with John at the LA Auto Show private event.

1,548 Media Placements

3.6+ Billion Impressions

107 NA Debut Media Event Attendees