During the Superbowl.
Bruce Springsteen issued a call for common ground, unity and political centrism in a 2-minute long ad for Jeep during the Super Bowl on Sunday.
The ad, featuring wide-shot vistas of the American countryside, open roads and slow-motion shots of “The Boss,” centers on a tiny chapel in Lebanon, Kansas, that purportedly sits in the geographical center of the continental United States.
“All are more than welcome to come meet here in the middle,” the “Thunder Road” singer says in a voiceover. “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.”
In a generally weak year for Super Bowl commercials, Jeep’s stood out for being particularly obnoxious and tone-deaf. Called “The Middle,” left-wing political activist and world-famous singer Bruce Springsteen narrated and starred in the ad about how the country has been divided, but now it has a bright future as the “ReUnited States of America.”
The ad featured Springsteen, who is extremely well known for being from New Jersey, wearing a cowboy hat and boots, small earrings in each ear…. The overall effect was one of cosplay rather than authenticity.
A Jeep with no top on in the middle of what seemed to be a particularly frigid time in Kansas drove down a dismal road. No Jeep owner would do such a thing. In general, the images were frosty, cold, and dark.