Bruce Springsteen starred in Jeep’s latest Super Bowl commercial “The Middle,” a cry for moderation and cooperation in today's increasingly polarized political landscape. The Boss, who’s been famously adverse to appearing in commercials and advertisements, calls upon viewers to “cross this divide.”
Oliver Francois, chief marketing officer of Jeep parent company Fiat Chrysler, had been chasing Springsteen for a decade before landing him for the two-minute ad.
Airing less than a month after the Jan. 6 insurrection, Jeep’s spot toes the line between condemning extremism and excusing political division as a burden too great to achieve.
“There’s a chapel in Kansas standing on the exact center of the lower 48. It never closes. All are more than welcome to come meet here in the middle,” Springsteen said in the commercial, a sepia-toned ode to America full of diners and dirt roads and industrial cities.
The spot comes from Michigan-based agency Doner and was directed by Thom Zimny, a longtime Springsteen collaborator, whose credits include the 2020 Springsteen documentary “Letter to You.”
Days after the Super Bowl, Jeep pulled the commercial following news of a pending DWI charge against Springsteen. But it was later reinstated when he was cleared of the charge.
Quarter Aired: Q4
Super Bowl: LV