Keith Urban‘s new video for “John Cougar, John Deere, John 3:16” feels like a strange trip down memory lane. It only makes sense that the video would be centered around strong visuals, as his current single’s lyrics are filled with nostalgic imagery.
Between fleeting shots that represent moments filled with joy and freedom, Urban stands with his bass guitar in front of a large backdrop. Throughout the video, colors and imagery momentarily fill both the walls and the artist himself just long enough to grab your attention.
In a special introduction video, Urban shared how he and director Shane Drake came up with the concept. “It was a fun video to do. It was challenging, because we didn’t want it to be a hundred percent literal about every lyric. That was the most important thing for me,” Urban says. “I like everybody to be able to paint their own picture of things, so there’s sort of more random imagery, I guess, of certain things that relate to the song, without it being so specific.”
Urban is currently spending time on the road promoting “John Cougar, John Deere, John 3:16.” He’ll headline the final night of Gulf Coast Jam in Panama City Beach, Fla. on Sept. 6, and play a list of other shows through October. All of Urban’s upcoming tour dates have been posted at his official website.