Still "The Boss."
Tonight is the big game, Super Bowl LV, starring the Tampa Bay Buccaneers and the Kansas City Chiefs. Things will be quite different this year because of the pandemic, such as no live crowd and a general atmosphere of toned-down festivities. Still, there will be a halftime show and commercials from some of the biggest brands in the world. Just hours before kickoff, Jeep has released its new and full Super Bowl commercial starring "The Boss" himself, Bruce Springsteen.
Called "The Middle," the ad is really a two-minute film Springsteen was personally involved in with by writing and producing the original score.
Filmed in locations across the country, including the literal middle of America, at the US Central Chapel in Lebanon, Kansas, Springsteen also serves as narrator while driving a forever cool vintage Willys Jeep, the ancestor of today's Jeep Wrangler.
"'The Middle' is a celebration of the Jeep brand's 80-year anniversary and, more timely, it is a call to all Americans to come together and seek common ground as we look collectively to the road ahead," said Oliver Francois, Global Chief Marketing Officer of Stellantis. "Bruce Springsteen was instrumental in crafting this joint message. His experiences and perspective have often been called upon to bridge a divide. Now seems to be a time when a message like this is greatly needed."
For the past decade, Jeep, Dodge, and Ram have produced "Imported from Detroit"-themed Super Bowl commercials including Clint Eastwood's iconic narration of "Halftime in America" in 2012 and 2013's "Farmer" featuring the words of legendary radio host Paul Harvey. "The Middle" is the automaker's latest call for unity at a time when it's desperately needed.
For last year's commercial, Jeep took a more comedic turn by recruiting the one and only Bill Murray to reprise his role as Phil Connors from "Groundhog Day." Even Stephen Tobolowsky returned as insurance salesman Ned Ryerson. This year, however, a deeper and more meaningful theme was necessary and Springsteen delivered.