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Jeep brought in Bruce Springsteen for their Super Bowl LV commercial, but it doesn’t include a new model or any of the rock legend’s classic songs.
Instead, the spot features an ethereal score and an oral poem from Springsteen called “The Middle,” with a message urging Americans to come together.
Springsteen, an outspoken critic of the Trump administration, said in the voiceover, “The middle 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 a privileged few, it belongs to all of us, whoever you are, wherever you are,” he continues.
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The two-minute commercial was shot in and around Lebanon, Kan., And the Central United States Chapel, located in the geographic center of the contiguous United States. Only two classic Jeep CJ models appear before the ad closes with the slogan: “In the United States of America.”
“‘The Middle’ is a celebration of the 80th anniversary of the Jeep brand and, more timely, it is a call for all Americans to come together and seek common ground as we collectively look to the road ahead.” said Olivier François, global marketing director for Jeep Stellantis owner.
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Louis Masur, professor of American studies at Rutgers University, told Vanity Fair that the ad was the first Springsteen had done for a brand since he read a wine promotion in an interview with the radio in 1974.
Stellantis predecessor Fiat Chrysler has had a string of big names for its Super Bowl commercials over the past decade, including Clint Eastwood, Bob Dylan and Bill Murray, who revisited his movie “Groundhog Day” in a commercial. for the Jeep Gladiator last year.
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