Jeep chose Bruce Springsteen for its Super Bowl LV commercial, but it does not include a new model or one of the classic rock legend songs.
Instead, the ad features an ethereal score and a frank Springsteen spoken poem, called “The Middle,” with a message asking Americans to join.
Springsteen, an outspoken critic of the Trump administration, says in the narration: “The environment has been a difficult place to reach lately, between red and blue, between servant and citizen, between our freedom and our fear.”
“As for freedom, it is not the property of just a fortunate few, it belongs to all of us, whoever you are, wherever you go,” he continues.
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The two-minute commercial was filmed in and around Lebanon, Kansas and the US Center Chapel, located in the geographic center of the contiguous USA. Only two classic Jeep CJ models appear before the ad closes with the slogan: “To the United States Of America.”
“‘The Middle’ is a celebration of the 80th anniversary of the Jeep brand and, more timely, it is an appeal to all Americans to come together and seek common ground as we collectively look at the road ahead,” said Olivier François, global director of marketing for Jeep owner Stellantis.
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Rutgers University professor of American studies, Louis Masur, told Vanity Fair that the commercial is the first that Springsteen has done for a brand since he read a wine promotion during a 1974 radio interview.
Stellantis’ predecessor, Fiat Chrysler, has had a number of big names in its Super Bowl commercials over the past decade, including Clint Eastwood, Bob Dylan and Bill Murray, who revisited his film “Groundhog Day” in a commercial for the Jeep Gladiator on last year .