After several small roles, Bruce Springsteen stars for the first time in a Super Bowl commercial with Jeep. This is the result of the persistent efforts of the marketing director of Stellantis, Olivier François, who wanted to have the singer play in an advertisement.
Super Bowl ads have a reputation for being amazing. In the most literal sense of the word: these ad pages are unlike any other and are generally more elaborate. We remember the one made by Porsche last year which unveiled for the first time a very quick glimpse of the future 911 GT3 (992)… which we still haven’t really seen! This year, it is that of Jeep that is talking about it. The two-minute commercial is titled “The Middle”. Bruce Springsteen was apparently heavily involved in the production of the commercial, working closely with director Thom Zimny, as well as writing and producing this small screenplay.
The commercial features Bruce Springsteen and his 1980 Jeep CJ-5 as he weaves his way through the snowy landscape of “Mid-US”, while delivering messages of unity. It was filmed in just 5 days in several locations across Kansas, Colorado and Nebraska, but the main location is the Central American Chapel which is located right in the geographic center of the United States.
Message of peace?
Unlike many previous Jeep commercials, this one doesn’t talk all that much about Jeeps. Aside from Springsteen’s, the only other vehicle featured is a 1965 Willys Jeep CJ-5 in the background. It seems that this time around Jeep prefers to focus on the message rather than its products.