Rockstar Bruce Springsteen is asking viewers to meet in “the middle” during this year’s Jeep Super Bowl commercial.
At two-minutes, this year’s Jeep Super Bowl commercial featuring Bruce Springsteen is the longest-running ad of the season. And it’s a well-spent two minutes. According to reports, Jeep originally planned to take a more comedic approach to the commercial but ultimately settled on a more somber tone. During the commercial Springsteen urges Americans to find “The Middle.” The commercial even use the city of Lebanon, Kansas as a metaphor for finding a middle location as it is the geographic center of the United States.
“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,” says Springsteen during the commercial. “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.”
Springsteen continues to speak over moving music – music he wrote and produced with Ron Aniello.
“Whoever you are, wherever you’re from, it’s what connects us. And we need that connection. We need the middle. We just have to remember the very soil we stand on is common ground,” says Springsteen. “So we can get there…we will cross this divide. Our light has always found the way through the darkness. And there’s hope on the road up ahead.”
The commercial concludes with text saying “To the ReUnited States of America.”
The crew filmed the commercial over five days in January in Kansas, Colorado and Nebraska.
How Did Bruce Springsteen Agree To Do A Super Bowl Commercial?
Bruce Springsteen does not do commercials. That’s a well-known fact. He’s not interested in being a name for a brand or pushing anyone’s products. In fact, Olivier Francois, chief marketing officer of Stellantis (the large automaker behind Jeep) spent the last 10 years pitching commercial ideas to Springsteen and his manager. But his efforts were in vain, until recently.
“Bruce is not for sale. He’s not even for rent,” said Francois during an interview. “He certainly doesn’t need anything you think you have.”
Nevertheless, Francois thought he’d made one more pitch this year for Jeep’s latest Super Bowl commercial. Francois said that he pushed the idea to Springsteen’s manager who told him to “Calm down. We all know the outcome. It’s beyond a long shot.”
But, it turns out it wasn’t quite the long shot Francois thought. Springsteen accepted the commercial offer. Francois said that Springsteen “looked at this [commercial] as a prayer.”
Springsteen even offered to write music for the commercial.
“If this is a prayer, he didn’t want the music to distract from that,” said Francois. So, Springsteen opted to contribute a score instead of settling for someone else’s music for the commercial.
Springsteen’s manager, Jon Landau said that he’s happy with the commercial.
“Our goal was to do something surprising, relevant, immediate and artful,” said Landau. “I believe that’s just what Bruce has done with ‘The Middle.'”