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Jeep’s “The Middle” is a two-minute 2021 Big Game commercial featuring Bruce Springsteen, filmed around a chapel in Lebanon, Kansas. It uses the location Jeep described as the geographic center of the lower 48 as a metaphor for finding common ground amid division. Jeep tied the film to its own advertising history and the brand’s 80th anniversary; the campaign’s peace appeal is a message, not evidence that the ad changed public opinion.
What is Jeep’s “The Middle” commercial about?
The film opens at the U.S. Center Chapel in Lebanon, Kansas. Springsteen’s narration invites Americans to meet there, “in the middle,” then moves through contrasts including “red and blue” and “our freedom and our fear.” Its central image is shared ground: the script calls the soil beneath people’s feet “common ground.” Jeep’s fact sheet and Springsteen’s official page publish the campaign text: Stellantis’ announcement and transcript and Springsteen’s official page.
The commercial’s “middle” is a metaphor for connection and civic reconciliation, not a defined political platform. Stellantis Global Chief Marketing Officer Olivier François described the film as “a call to all Americans to come together and seek common ground as we look collectively to the road ahead.” That is the company’s stated intent; the available sources do not establish audience agreement or a measurable social effect.
Why did Jeep frame the ad as rooted in history?
Jeep and its parent company, Stellantis, connected the 2021 release to two brand anniversaries: the tenth anniversary of “Imported from Detroit” and Jeep’s 80-year anniversary. François called “The Middle” a celebration of the latter. These are the company’s descriptions of the campaign’s place in its advertising history, not a detailed historical account within the commercial itself.
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Stellantis also situated the spot alongside earlier campaigns: “Imported from Detroit” in 2011, “Halftime in America” in 2012 and Ram’s “Farmer” in 2013. That lineage is the company’s framing of a sequence of high-profile campaigns; it should not be mistaken for a complete history of Jeep or Super Bowl advertising.
Who appears in and made the commercial?
Bruce Springsteen narrates and appears on screen. According to Stellantis, he worked closely with longtime director Thom Zimny and wrote and produced the original score with Ron Aniello. Doner, an agency in Michigan, partnered with Jeep on the campaign. Jon Landau, quoted in the company announcement, said the goal was “to do something surprising, relevant, immediate and artful.”
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Which Jeep is in “The Middle,” and where was it filmed?
The official fact sheet identifies a 1980 Jeep CJ-5 as the hero vehicle and a 1965 Willys Jeep CJ-5 in the background. These are vehicles used in the film, not product recommendations.
The shoot lasted five days in late January 2021. Jeep lists locations in Lebanon and Oronoque, Kansas; Golden and Denver, Colorado; and Hastings, Nebraska. The company says filming took place on the grounds of the U.S. Center Chapel, which it describes as standing at the geographic center of the lower 48. The geographic characterization here is attributed to Jeep.
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When did the ad air, and how long is it?
Jeep released the two-minute film for the February 7, 2021 Big Game broadcast. The company said it would air once on television and also be available through Jeep’s social channels. A contemporaneous UPI report noted that the spot closes with “To the Reunited States of America”: UPI’s February 7, 2021 report.
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- AUTHENTIC DESIGN: Highly detailed 1:34 scale die-cast model of the Jeep Wrangler Rubicon, featuring the iconic front grille and off-road styling
- DIMENSIONS: 5-inch length makes this model perfect for collectors and display purposes while maintaining impressive detail
- QUALITY CONSTRUCTION: Die-cast metal body with plastic components, featuring opening doors and realistic black off-road wheels
- REALISTIC FEATURES: Detailed interior, textured off-road tires, and accurate Rubicon badging make this a true-to-life replica
- DISPLAY READY: Vibrant exterior finish with contrasting black trim design captures the essence of the real Jeep Wrangler
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