The Boss, Bruce Springsteen -

Arne Dedert / picture-alliance / Cover Images

Not easy to convince the Boss to appear in an advertisement, even during the Super Bowl.

Yet this is what the Jeep brand succeeded in doing, by offering Bruce Springsteen an ambitious project, perhaps the only one that could have encouraged him to agree to join a company: a two-minute video during which he calls on Americans to come together, at a time when the country, politically, has never seemed so divided.

Entitled "The Middle", the middle, it shows the interpreter of

Thunder Road

in various landscapes of deep America, at the wheel of a Jeep (necessarily).

In a voiceover, he says, “There's a chapel in Kansas that's right in the middle of the lower 48 states.

It never closes.

All are more than welcome to come and meet here in the middle.

It's no secret that this place where we can all hang out has been a difficult place to access lately… between our freedom and our fear.

"

Hard to convince

Until the last moment, Stellantis, the parent company of Jeep, did not know if the ad could be shot.

Bruce Springsteen only accepted the project at the very beginning of the year and the video was filmed last weekend.

Stellantis' marketing boss, Olivier François, congratulated himself on having managed to convince such a legendary artist, after having spent the last ten years pitching ideas to Jon Landau, the star's manager.

“It is a triumph of perseverance and relentlessness.

Bruce is not for sale.

It is not even for rent.

He sure doesn't need what you think you can offer him, ”he told

Variety

.

The last time Bruce Springsteen had promoted a product was in 1974, before he became a superstar, when he had fun on Philadelphia radio station WMMR reading a wine commercial ... “The Middle” has in any case enabled him to convey to as many people as possible a message which obviously matters to him: to find common ground, “in the middle”, in the “United States of America”, as the video concludes.

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