Bruce Springsteen used his first TV commercial in hopes of unifying America. Premiering during the Super Bowl was the two-minute “In The Middle” ad for Jeep vehicles. During the ad, which was written and voiced by Springsteen, he discusses and is filmed in the U.S. Center Chapel in Lebanon, Kansas, which sits directly in the middle of the Unites States.
Springsteen addressed the divide in America these days, stating, “It’s no secret. . .The middle has been a hard place to get to lately. Between red and blue. Between servant and citizen. Between our freedom and our fear. Now, fear has never been the best of who we are. And as for freedom, it’s not the property of just the fortunate few; it belongs to us all.”
He went on to say, “We can make it to the mountaintop, through the desert, and we will cross this divide. Our light has always found its way through the darkness and there’s hope on the road up ahead.”
The ad closes with a map of the United States with the words: “To the ReUnited States of America.”
The commercial was a collaboration between Springsteen, his longtime director Thom Zimny, and Fiat Chrysler CMO Olivier Francois. Springsteen co-wrote the commercial’s score with his producer, Ron Aniello.
CNBC reported Springsteen’s manager Jon Landau said in a statement: “Olivier Francois and I have been discussing ideas for the last 10 years and when he showed us the outline for ‘The Middle,’ our immediate reaction was, ‘Let’s do it.’ Our goal was to do something surprising, relevant, immediate and artful. I believe that’s just what Bruce has done with ‘The Middle.’