Bruce Springsteen may not have performed during the Super Bowl Halftime Show, but the Boss still managed to steal the show. In a special Bruce Springsteen Super Bowl commercial titled “The Middle,” Jeep urged Americans to take steps to heal our growing divide and to find common ground in the, well, middle. Check out the Bruce Springsteen Super Bowl ad above.
The Boss typically avoids commercials of all kinds — especially Super Bowl commercials — but this year, he made an exception. Towards the end of the big game, which saw the Tom Brady’s Tampa Bay Buccaneers beat the Kansas City Chiefs 31-9, Jeep aired a lengthy ad in which Springsteen ruminates on the U.S. Center Chapel in Kansas, the exact halfway point of the Lower 48. “It never closes,” says the legendary singer. “All are more than welcome to come meet here in the middle.”
Of course, as Springsteen explains, “The middle has been a hard place to get through lately. Between red and blue; between servant and citizen; between our freedom and our fear.” However, with the help of a Jeep CJ-5, Springsteen is able to travel to the Center Chapel, and once there, he feels the sand in the soil between his hands and lights a candle.
“We can get there. We can make it to the mountaintop, through the desert. And we will cross this divide,” he concludes. “Our light has always found its way through the darkness, and there’s hope on the road up ahead.”
Springsteen’s Jeep ad was a hit with Super Bowl viewers, who praised the Boss’ voiceover and the stirring visuals. “That was epic,” wrote ESPN’s Sarah Spain. “One of Bruce Springsteen’s best magic tricks is taking something that could’ve been super corny and making you feel it in your bones,” added another fan. “Best ad of the night,” said another.
Go Boss, go!
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