For the video, the director shows us Adams from the neck up with his face filling much of the screen. The intention is to create a sense of intimacy but also to give the viewer the impression that what we are seeing projected on top of and behind him are things like memories.

But these memories are not his own; rather, they are the visuals an entire generation would have experienced: images of soldiers roaming a battlefield with guns at the ready, a fire truck driving slowly through a small town and giant closeups of his own face that give you that serious sense of being inside his head, seeing himself as he does.

That thought is punctuated with shots of the road and him playing guitar, alluding to some idea of his life as a musician. It's another attempt to get inside of Ryan Adams from a promotional campaign that has utilized his humor, his nostalgia and his point of view in multiple ways.