Although the commercial shows the US’s center, there is more to it than just geography.
Bruce Springsteen is rarely seen in commercials, but he made an exception for Super Bowl LIV. The “The Middle” is a rock icon who stars in the Super Bowl advertisement. This was courtesy of the Jeep brand. The two-minute commercial, embedded above, is more documentary than film. However it aims to communicate a message to millions of Americans who watch the most awaited annual sporting championship in America.
“It’s not secret that the middle has been difficult to reach lately,” The Boss says. We need the middle. It is important to remember that the soil on which we stand is common ground. This will allow us to get there.
The US is divided. Jeep wants Americans to find their middle. This is despite the political turmoil and chaos that followed the beginning of the year. The commercial shows the US Center Chapel in Lebanon (Kansas), which is located at the geographic center of America’s 48 lower States.
Jeep’s Super Bowl 2021 ad marks the 10th anniversary of its “Imported From Detroit” Big Game campaign.
“The Middle” is a celebration for the Jeep brand’s 80th anniversary. It is also a call to all Americans, to unite and find common ground, as we collectively look to the future,” stated Olivier Francois (Global Chief Marketing Officer, Stellantis).
The Super Bowl has been turned into a stalemate by the coronavirus pandemic, which is a result of America’s political problems. Jeep’s Super Bowl Commercial featured Bill Murray and a furry star, reprising his role in Groundhog Day. It featured the Jeep Gladiator which was at the time the marque’s most popular vehicle.
Jeep did not feature any vehicles this year. Only Bruce Springsteen, an old CJ-5 and an inspirational, heartfelt message were all that was needed in these difficult times.