Bruce Springsteen Leads the Jeep® Brand's 2021 Big Game Campaign "The Middle"

Rhea-AI Summary

The Jeep brand, in collaboration with Bruce Springsteen, launched a two-minute film titled The Middle during the Big Game on February 7, 2021. This campaign celebrates the brand's 80-year anniversary while reiterating a message of unity and common ground for Americans. Filmed across various locations in the U.S., including Lebanon, Kansas, the film aims to resonate with cultural relevance and emotional connections. The Jeep brand continues to engage audiences through aspirational messaging, marking a decade since its significant Imported from Detroit campaign.

Positive

• Collaboration with Bruce Springsteen enhances brand visibility and cultural relevance.
• Celebrates Jeep's 80-year anniversary, emphasizing brand heritage.
• Campaign promotes a message of unity among Americans, aligning with current societal themes.

Negative

• None.

AUBURN HILLS, Mich., Feb. 7, 2021 /PRNewswire/ --

• Jeep® brand, with Bruce Springsteen, to launch two-minute film "The Middle" during the Big Game telecast today, Sun., Feb. 7, 2021
• "The Middle" was filmed in locations across the United States, including on the grounds of the U.S. Center Chapel in Lebanon, Kansas, which stands on the geographical center (the middle) of the United States of America's lower 48 states
• "The Middle" campaign marks the 10-year anniversary of the "Imported from Detroit" Big Game campaign, recognizing and celebrating American ingenuity as seen through the lens of the Detroit automaker

Bruce Springsteen and the Jeep® brand have joined together to launch the two-minute film "The Middle." The film can now be viewed across the Jeep brand's social media channels, and it will make a one-time television appearance during tonight's Big Game. The campaign debuts nearly 10 years to the day from the launch of the "Imported from Detroit" campaign (02/07/2011).

Bruce Springsteen was intimately involved in creating "The Middle" and worked closely with longtime director Thom Zimny. He wrote and produced the original score with frequent collaborator Ron Aniello.

Said Jon Landau: "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'."

"From 'Imported from Detroit' and 'Halftime in America' to 'Farmer,' and most recently 'Groundhog Day,' we have looked at making meaningful and emotional connections with millions of viewers, with cultural relevancy at the core of our communication," said Olivier Francois, Global Chief Marketing Officer, Stellantis. "'The Middle' is a celebration of the Jeep brand's 80-year anniversary and, more timely, it is a call to all Americans to come together and seek common ground as we look collectively to the road ahead."

Added Francois, "Bruce Springsteen was instrumental in crafting this joint message. His experiences and perspective have often been called upon to bridge a divide. Now seems to be a time when a message like this is greatly needed."

The Jeep brand campaign was created in partnership with Doner agency in Michigan. 

Over the last decade, the Jeep, Dodge and Ram brands have evoked aspirational messaging in their Big Game campaign efforts. While "Imported from Detroit" spoke to the grit, ingenuity and determination of the American (Detroit) automotive workforce in 2011, the following year "Halftime in America" sought to galvanize Americans going through challenging times, with Clint Eastwood stating, "This country can't be knocked out in one punch. We get back up again." Then, in 2013, the Ram brand launched "Farmer," acknowledging and honoring American farmers through the iconic words of legendary radio personality Paul Harvey.

More information is available on the fact sheet regarding production of "The Middle." The full script is also available.

Jeep Brand
Built on 80 years of legendary heritage, Jeep is the authentic SUV with capability, craftsmanship and versatility for people who seek extraordinary journeys. The Jeep brand delivers an open invitation to live life to the fullest by offering a full line of vehicles that continue to provide owners with a sense of security to handle any journey with confidence. Jeep Wave, a premium owner loyalty and customer care program that is available to the entire Jeep lineup, is filled with benefits and exclusive perks to deliver Jeep owners the utmost care and dedicated 24/7 support.

The Jeep vehicle lineup consists of the Cherokee, Compass, Gladiator, Grand Cherokee, Renegade and Wrangler. To meet consumer demand around the world, all Jeep models sold outside North America are available in both left- and right-hand drive configurations and with gasoline and diesel powertrain options. Jeep is part of the portfolio of brands offered by leading global automaker and mobility provider Stellantis. For more information regarding Stellantis (NYSE: STLA), please visit www.stellantis.com.

Follow Jeep and company news and video on:
Company blog: http://blog.stellantisnorthamerica.com
Media website: http://media.stellantisnorthamerica.com
Jeep brand: www.jeep.com
Facebook: www.facebook.com/jeep 
Instagram: www.instagram.com/jeep 
Twitter: www.twitter.com/jeep
YouTube: www.youtube.com/thejeepchannel or https://www.youtube.com/StellantisNA

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SOURCE Stellantis

FAQ

What is the significance of the Jeep brand's campaign 'The Middle'?

The campaign celebrates the Jeep brand's 80-year anniversary and promotes a message of unity among Americans.

When was 'The Middle' campaign launched by Jeep?

The campaign was launched during the Big Game on February 7, 2021.

Who collaborated with the Jeep brand for 'The Middle' campaign?

Bruce Springsteen collaborated with the Jeep brand for the 'The Middle' campaign.

What was the previous notable campaign by Jeep before 'The Middle'?

The previous notable campaign was 'Imported from Detroit,' which launched nearly 10 years earlier.

How does 'The Middle' campaign connect with American culture?

The campaign aims to evoke emotional connections and cultural relevance, uniting Americans through its message.