Kept firmly under wraps until just a day or two before the Big Game, one of Super Bowl LV’s most talked-about and definitely is most beautifully crafted spots was Jeep’s ‘The Middle’ commercial featuring Bruce Springsteen.
The rock-and-roll super star, who up until this ad had always eschewed the lure of brand advertising, calls for a ‘ReUnited States of America’.
The two-minute film was shot in locations across the United States with a focus on the US Center Chapel in Lebanon (Kansas) which stands at the geographical centre (in the middle) of the United States of America’s lower 48 states.
The campaign was created by agency Doner and ran across the Jeep brand’s social media channels and made a one-time television appearance during the Big Game.
Bruce Springsteen was intimately involved: working closely with longtime director/partner Thom Zimny and he also wrote and produced the original score with frequent collaborator Ron Aniello.
Comment:
The backstory to Springsteen’s appearance, which doesn’t include any of his huge back catalogue, comes after the brand’s Chief Marketing Officer Oliver Francois had pursued The Boss for over a decade.
Francois first approached Springsteen’s long-time manager Jon Landau more than a 10 years previously with an ad concept that eventually become the famous ‘Halftime In America’ 2012 Super Bowl ad starring Clint Eastwood.
The Boss first declined the roll and all subsequent requests to use his music.
What made Springsteen finally change his mind about advertising for a brand and appearing in the Super Bowl?
Apparently it was the script, the recent far right assault on the capital and being given complete creative freedom
Springsteen filmed that ad at the last minute on location in Nebraska.
“Bruce Springsteen was instrumental in crafting this joint message. His experiences and perspective have often been called upon to bridge a divide,” commented Francois. “Now seems to be a time when a message like this is greatly needed.”
Jeep/Chrysler had an official sponsorship with the NFL dating back to 2012 and among current major sports properties is its shirt sponsorship of Juventus.
Links:
Jeep
Doner
https://www.doner.com/
Leave a comment
You must be logged in to post a comment.