Bruce Springsteen leads the Jeep 2021 Big Game campaign

Bruce Springsteen and Jeep have joined together to launch the two-minute film The Middle. The film can now be viewed across the Jeep social media channels, and it made a one-time US television appearance during the Big Game. The campaign debuted nearly 10 years to the day from the launch of the ‘Imported from Detroit’ campaign.

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

Jon Landau said: “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.”

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

The Jeep® brand and Bruce Springsteen collaborate to launch “The Middle” Big Game campaign. Photo: PA Media
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