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Jeep Super Bowl advert: Bruce Springsteen encourages Americans to meet ‘in the center’


Bruce Springsteen stars and narrates a two-minute Super Bowl advert known as “The Middle” for Jeep.

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Bruce Springsteen is encouraging Americans to meet “in the middle” throughout a Super Bowl LV advert for Jeep – his first-ever look in a industrial.

The iconic musician, often known as “The Boss,” stars in and narrates the scenic two-minute advert, which options way more Americana and panorama than Jeeps. The solely autos in the advert are a 1980 Jeep CJ-5 and a 1965 Willys Jeep CJ-5. Both fashions are predecessors to the model’s present Wrangler SUV.

During “The Middle,” Springsteen talks a few chapel situated in the heart of the nation known as U.S. Center Chapel in Lebanon, Kansas. He makes use of the extraordinarily small chapel as the foundation to speak about the nation needing to “meet here, in the middle” earlier than the advert ends with “To the ReUnited States of America.” That’s adopted by a web site and logos for Jeep, which is celebrating its 80th anniversary in 2021.

“It’s no secret … The middle has been a hard place to get to lately. Between red and blue. Between servant and citizen. Between our freedom and our fear,” Springsteen says. “Now, fear has never been the best of who we are. And as for freedom, it’s not the property of just the fortunate few; it belongs to us all.”

The advert is paying homage to previous Super Bowl advertisements from Olivier Francois, chief advertising officer of Jeep’s guardian firm, Stellantis (previously Fiat Chrysler). Specifically, a 2013 Super Bowl industrial known as “Farmer” that featured the voice of iconic radio broadcaster Paul Harvey and one other semi-political advert starring Clint Eastwood known as “It’s Halftime in America” in 2012. Both had been scenic, pro-country advertisements that includes few precise autos.

“It is absolutely meant to be a successor,” Francois advised CNBC. “This is our style. This is our language. This is our approach to Super Bowl. We really were trying to achieve a little bit of what we achieved in these other commercials, which is really relevance and meaning and something that will really tap into the moment.”

Timeliness and relevance are pillars to Francois’ promoting model. He’s additionally well-known for casting A-list celebrities that are not normally related to promoting in unconventional commercials. Past Super Bowl advertisements have included Detroit rapper Eminem, musician Bob Dylan in addition to a voiceover by Oprah Winfrey. Last yr, Francois satisfied elusive actor Bill Murray to reprise his function from the 1993 movie “Groundhog Day” for a Super Bowl advert.

An organization spokeswoman declined to say how a lot the advert value, together with the price for Springsteen, who shouldn’t be recognized for showing in advertisements however did lend his voice to a marketing campaign industrial final yr for Joe Biden.

Fiat Chrysler CMO Olivier Francois (left) with actor Bill Murray throughout the filming of the Jeep model’s 2020 Super Bowl industrial.

Fiat Chrysler

Francois mentioned Springsteen was intimately concerned in creating the advert, and labored intently with director Thom Zimny. He wrote and produced the authentic rating for the industrial with one other one among his frequent collaborators, Ron Aniello.

“Olivier Francois and I have been discussing ideas for the last 10 years and when he showed us the outline for ‘The Middle,’ our immediate reaction was, ‘Let’s do it,'” Springsteen’s supervisor, Jon Landau, mentioned in a press release. “Our goal was to do something surprising, relevant, immediate and artful.  I believe that’s just what Bruce has done with ‘The Middle’.”

The advert was created in partnership with Michigan-based company Doner. The spot was filmed over 5 days in late January in Kansas, Colorado and Nebraska.



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