Jeep Super Bowl ad: Bruce Springsteen encourages Americans to meet ‘in the middle’

Bruce Springsteen stars and narrates a two-minute Big Bowl ad called “The Center” for Jeep.


Bruce Springsteen is encouraging Americans to meet “in the center” for the length of a Big Bowl La for Jeep – his first-ever appearance in a industrial.

The iconic musician, identified as “The Boss,” stars in and narrates the scenic two-minute ad, which facets noteworthy more Americana and panorama than Jeeps. The simplest autos in the ad are a 1980 Jeep CJ-5 and a 1965 Willys Jeep CJ-5. Both items are predecessors to the mark’s contemporary Wrangler SUV.

At some level of “The Center,” Springsteen talks about a chapel positioned in the center of the country called U.S. Center Chapel in Lebanon, Kansas. He uses the extraordinarily little chapel as the premise to discuss the country desiring to “meet here, in the center” sooner than the ad ends with “To the ReUnited States of The united states.” That’s adopted by a arena and symbols for Jeep, which is celebrating its 80th anniversary in 2021.

“Or not it’s no secret … The guts has been a not easy space to salvage to currently. Between red and blue. Between servant and citizen. Between our freedom and our difficulty,” Springsteen says. “Now, difficulty has by no way been the ideal of who we’re. And as for freedom, or not it’s not the property of lawful the fortunate few; it belongs to us all.”

The ad is reminiscent of previous Big Bowl commercials from Olivier Francois, chief advertising officer of Jeep’s father or mother company, Stellantis (formerly Fiat Chrysler). Particularly, a 2013 Big Bowl industrial called “Farmer” that featured the notify of iconic radio broadcaster Paul Harvey and one more semi-political ad starring Clint Eastwood called “Or not it’s Halftime in The united states” in 2012. Both were scenic, pro-country commercials featuring few precise autos.

“It is fully meant to be a successor,” Francois told CNBC. “That is our fashion. That is our language. That is our plan to Big Bowl. We in level of fact were searching to perform somewhat little bit of what we carried out in these totally different commercials, which is in level of fact relevance and meaning and one thing that can truly tap into the 2nd.”

Timeliness and relevance are pillars to Francois’ advertising fashion. He’s also properly-identified for casting A-record celebrities that aren’t ceaselessly associated with advertising in unconventional commercials. Past Big Bowl commercials fill incorporated Detroit rapper Eminem, musician Bob Dylan as properly as a voiceover by Oprah Winfrey. Final one year, Francois happy elusive actor Bill Murray to reprise his role from the 1993 movie “Groundhog Day” for a Big Bowl ad.

An organization spokeswoman declined to impart how noteworthy the ad tag, collectively with the rate for Springsteen, who’s not identified for showing in commercials but did lend his notify to a advertising campaign industrial remaining one year for Joe Biden.

Fiat Chrysler CMO Olivier Francois (left) with actor Bill Murray for the length of the filming of the Jeep mark’s 2020 Big Bowl industrial.

Fiat Chrysler

Francois said Springsteen turned into intimately serious about rising the ad, and worked closely with director Thom Zimny. He wrote and produced the long-established procure for the industrial with one more one of his frequent collaborators, Ron Aniello.

“Olivier Francois and I were discussing solutions for the relaxation 10 years and when he confirmed us the provide an explanation for for ‘The Center,’ our rapid reaction turned into, ‘Let’s quit it,'” Springsteen’s supervisor, Jon Landau, said in an announcement. “Our aim turned into to quit one thing elegant, associated, rapid and artful.  I catch that is lawful what Bruce has accomplished with ‘The Center’.”

The ad turned into created in partnership with Michigan-basically based agency Doner. The space turned into filmed over 5 days in leisurely January in Kansas, Colorado and Nebraska.