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After avoiding any connection to product advertising throughout his career, Bruce Springsteen will appear in a Jeep Super Bowl commercial on Sunday. Shot over five days last month in Kansas, Colorado and Nebraska by longtime Springsteen collaborator Thom Zimny, the visual approach to the commercial is reminiscent of Zimny’s atmospheric freeway footage. and Springsteen 2019. Western stars movie concert.
Springsteen and producer Ron Aniello created the ambient instrumental score for the commercial, which takes place under a monologue by Springsteen about rediscovering common ground in America. The text serves as the “common message” of the rock and Jeep legend, according to a statement from Olivier François, global marketing director of the brand’s parent company, Stellantis.
“Fear has never been the best of who we are,” Springsteen says in the ad. “We just have to remember that the soil we find ourselves on is common ground. So we can do it. We can reach the top of the mountain, through the desert… and we will cross this divide.
Springsteen has spent decades refusing all requests to appear in commercials, or even for his songs to do so; he declined an offer to use “Born in the USA” in Chrysler ads in the 1980s. Francois, in particular, has been suing Springsteen for an ad for a decade, without success so far.
The concept of the ad – based around a chapel at what is supposed to be the precise geographic center of the United States – wowed the Springsteen camp. “Olivier François and I have been discussing ideas for 10 years,” Springsteen manager Jon Landau said in a statement, “and when he showed us the outline of“ The Middle, ”our immediate reaction was,“ Let’s do -the “.” Springsteen didn’t decide to release this announcement until last month, which means production was exceptionally fast, according to Variety.
Springsteen was, until now, one of the few musicians to resist the world of advertising; even her hero Bob Dylan has done commercials for Victoria’s Secret and Chrysler, while young musicians from Taylor Swift to Travis Scott naturally collaborate with brands.
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