After multiple pitches over the years, Bruce Springsteen will finally star in his first Super Bowl commercial with Jeep. It comes as a result of Stellantis marketing chief Olivier Francois’ persistent efforts to get the singer onboard.
The two-minute commercial is titled “The Middle”, and is currently available to watch on Jeep’s social media channels before its debut during the Big Game tonight. Springsteen was apparently very involved with the production of the ad, working closely with director Thom Zimny, as well as both writing and producing the commercial’s score.
Francois noted, “Bruce Springsteen was instrumental in crafting this joint message. His experiences and perspective have often been called upon to bridge a divide. Now seems to be a time when a message like this is greatly needed.”
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The commercial stars Springsteen and his 1980 Jeep CJ-5 as he makes his way across the picturesque landscape, all while delivering messages of unity over an emotional score. It was filmed over the course of just 5 days in multiple locations across Kansas, Colorado, and Nebraska, but the film’s main location and namesake is at the US Center Chapel in Lebanon, Kansas, which is located at the geographic center (AKA the middle) of the country.
Contrary to many of Jeep’s previous commercials, this one is quite light on the vehicles. Aside from Springsteen’s Jeep, the only other one featured is a 1965 Willys Jeep CJ-5 in the background. It seems this time around, Jeep would rather focus on the message than their products.