And if Springsteen appearing in an ad is a surprise, it does make sense it would be a car commercial. "The Middle," which Jeep says will air just one time, wears the stylistic touches Springsteen and Zimny applied to the Western Stars film, which found Springsteen roaming wide open spaces and looking to the past to help settle the present. Among many projects, Zimny directed and co-directed films related to Springsteen's last two releases, 2019's Western Stars and last year's Letter to You. Rather than license an existing song for the occasion, Springsteen composed and produced an original score with Ron Aniello, with whom Springsteen has worked closely since his 2012 album Wrecking Ball.Īnother longtime Springsteen collaborator, filmmaker Thom Zimny, was also involved. Center Chapel in Lebanon, Kansas, the geographical center of the Lower 48. Instead, the film's focus is centered on the literal center of the country and the U.S. Springsteen appears behind the wheel of a 1980 Jeep CJ-5 that Variety reports is his own. It was shot in Kansas, Colorado, and Nebraska, and there's no new Jeep pitched in the piece, only a web address that steers viewers to a site focused on future products. "The Middle," a two-minute spot from Jeep that will appear during the second half of the Super Bowl, marks the first time Springsteen has applied the weight of his career to a commercial, even if it is one that looks and sounds a lot like his recent work. All it took to finally change Springsteen's mind was persistence, a pandemic, a political chasm, and a just-right pitch from François, who's now global chief marketing officer for what we now know as Stellantis.
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