If you watched Super Bowl LV last night during the second half, there is a good chance you saw the Jeep® brand’s two-minute film dubbed “The Middle”. The new campaign features legendary musician Bruce “The Boss” Springsteen, who was intimately involved in creating the new ad and worked closely with longtime director Thom Zimny. The short-film also included an original score produced by Springsteen and Ron Aniello.
“From ‘Imported from Detroit’ and ‘Halftime in America’ to ‘Farmer,’ and most recently ‘Groundhog Day,’ we have looked at making meaningful and emotional connections with millions of viewers, with cultural relevancy at the core of our communication,” said Olivier Francois, Global Chief Marketing Officer, Stellantis. “’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.”
Added Francois, “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.”
Filming for the short-film took place over five days in late-January 2021 in areas of Kansas, Colorado, and Nebraska. The U.S. Center Chapel in Lebanon, Kansas, which is located in the exact geographic center of the lower 48 states was used as the main focal point of the film. It is described in the film that it “never closes” and that “all are welcome to come to meet here – in the middle”.
Springsteen’s own 1980 Jeep CJ-5 was used as the main vehicle throughout the film, with another 1965 CJ-5 model showcased in the background.
Last night’s debut of “The Middle” marked the 10 year anniversary of the “Imported From Detroit” campaign for the 2011 Chrysler 200 during Super Bowl XLV. The Imported From Detroit campaign kicked off a decade of successful Super Bowl ads for the core Mopar brands (Chrysler, Dodge, Jeep, and Ram).