“The Boss” Bruce Springsteen appeared in a Jeep Super Bowl advert over the weekend. After avoiding connection with any product advertsing in his career to date, Springsteen appeared in the advert on Sunday.
Until now, Springsteen has repeatedly turned down offers to appear in ads, even for his own songs! He once declined to appear in an advert for Chrysler in the 80s featuring his single “Born in the USA”.
The Jeep ad was filmed last month in Nebraska and Colorado over a period of 5 days. It was also shot by Thom Zimny, Spingsteen’s long time collaborator. The visual approach to this commercial is quite similar to the atmospheric highway sequences of Bruce and Zimny’s Western Stars concert film of 2019.
“Let’s do it”
The advert was based around a chapel at what is supposed to be the precise geographic center of the United States. It was the concept of the advert that appealed to Springsteen’s camp.
Oliver Francois is the global chief marketing officer for Jeep’s parent company, Stellantis. Francois in particular, has been tried for decades to secure Bruce’s services in an ad, without much luck. Until now.
The advert’s musical score was created by Springsteen and producer, Ron Aniello. The score runs under a monologue from Bruce about rediscovering common ground in America.
According to Francois, this text serves a “joint message” from Springsteen and Jeep.
Springsteen’s monologue reads like this, “Fear has never been the best of who we are,”.
Springsteen continues, “We just have to remember the very soil we stand on is common ground. So we can get there. We can make it to the mountaintop, through the desert …and we will cross this divide.”
Springsteen’s manager Jon Laudau, said in statement, “Olivier François and I have been discussing ideas for the last 10 years”. He also added, “and when he showed us the outline for ‘The Middle,’ our immediate reaction was, Let’s do it”.
You can watch the advert here.
From My Home To Yours:
Here’s a reminder to tune in to Bruce Springsteen’s Show: From My Home To Yours right here every Thursday from 7 to 8.30pm on Nova!!
Click here to find out what 2021 has in store for “The Boss”.