Although the Jeep name and logo don't appear until the end of Bruce Springsteen's Super Bowl commercial spot, the images of all-American landscapes and the rocker's quiet, confident voice link the message of hope and unity to the popular vehicle brand. It's an angle that Jeep has successfully used before, notably in their 2012 Super Bowl ad featuring Clint Eastwood, who announced, "It's halftime in America."
The company's chief marketing officer, Olivier Francois, told CNBC ahead of the big game, "This is our style. This is our language. This is our approach to Super Bowl." Springsteen's manager added that Jeep had been trying for a decade to find a project for the rocker: "Our goal was to do something surprising, relevant, immediate and artful. I believe that's just what Bruce has done with 'The Middle.'"
Of course, this commercial marks Springsteen's second major project of 2021 — and the year has only just begun. Fans were thrilled by his performance in the Celebrating America televised concert on the night of Joe Biden's presidential inauguration in January, when he played an acoustic version of his hit, "The Land of Hopes and Dreams."
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