‘The Boss’ has become the employee for the first time ever, at least in a commercial sense, as he stars in the new Jeep Super Bowl advert.
Springsteen’s resistance to the corporate partnership was finally worn thin after almost a decade of persistence on the part of Jeep’s head of marketing Olivier Francois.
The advert, which features an original ambient soundscape created by Springsteen and his long term producing partner Rob Aniello, offers up a message of unity as opposed to mileage details and spec reporting.
During the advert ‘The Boss’ regales the following, “We just have to remember the very soil we stand on is common ground. So we can get there,” the Boss poeticised. “We can make it to the mountaintop, through the desert… and we will cross this divide.”
The advert aired during the big game yesterday in the coveted halftime advert slots, famously a primed a position for retailers. The half time show this year was provided by Weeknd.
Bruce wasn’t the only all-American hero to star on the night as Tom Brady won his seventh title as the Tampa Bay Buccaneers beat the Kansas City Chiefs.