Jeep’s “The Middle” is a two-minute commercial released for the February 7, 2021 Big Game broadcast. Narrated by and starring Bruce Springsteen, it uses a chapel in Lebanon, Kansas, which Jeep described as the geographic center of the lower 48, to invite Americans to meet on “common ground.” Its connection to history is chiefly the company’s own advertising lineage and anniversary framing—not a documented historical peace event.
What is Jeep’s “The Middle” about?
The film opens at the U.S. Center Chapel in Lebanon, Kansas, and turns its location into a metaphor: a place at the country’s center where people can meet. Springsteen’s narration moves from that image to contrasts such as “red and blue” and “our freedom and our fear,” before urging connection, shared ground and hope. The closing line, reported by UPI, is “To the Reunited States of America.”
That is the commercial’s appeal, not evidence that the country reached agreement or that the ad changed viewers’ views. Jeep’s Global Chief Marketing Officer Olivier François described it as “a call to all Americans to come together and seek common ground as we look collectively to the road ahead.” The script presents “the middle” as an invitation to reconciliation; it does not define a political platform or advocate a specific policy.
What does “rooted in history” mean here?
Jeep and its parent company, Stellantis, framed the campaign around two anniversaries: the tenth anniversary of “Imported from Detroit” and Jeep’s 80-year anniversary. The announcement placed “The Middle” in a sequence with earlier campaigns including “Halftime in America” and Ram’s “Farmer.” This is the company’s account of its advertising history, rather than a comprehensive history of Jeep or of Super Bowl commercials.
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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
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The chapel’s role is symbolic in the ad. Jeep said it stands at the geographic center of the lower 48 and filmed on its grounds, but the cited campaign materials do not connect the site to a historical peace event. The commercial’s historical framing comes from the brand’s anniversaries and earlier advertising, while its peace appeal is a contemporary campaign message.
Who made the commercial, and where was it filmed?
Springsteen appears on screen and narrates. According to Jeep’s production fact sheet, 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. The five-day shoot took place in late January 2021, with locations listed in Kansas, Colorado and Nebraska.
Rank #2
- 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
The official fact sheet names Lebanon and Oronoque, Kansas; Golden and Denver, Colorado; and Hastings, Nebraska. Jeep specifically said filming took place on the grounds of the U.S. Center Chapel in Lebanon.
Which Jeeps appear in “The Middle”?
Jeep’s fact sheet identifies the featured vehicle as a 1980 Jeep CJ-5. A 1965 Willys Jeep CJ-5 appears in the background. These are production details for the commercial, not vehicle recommendations or an indication that Springsteen is endorsing a particular model for purchase.
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When did it air, and where can viewers find the script?
Jeep released the two-minute film for the February 7, 2021 Big Game broadcast and said it would air once on television, with viewing also available through Jeep’s social channels. The campaign text is published on Stellantis Media’s announcement and fact sheet and on Bruce Springsteen’s official website. UPI’s contemporaneous report also describes the unity appeal and closing line.
Quick Recap
Best Value
- 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
Rank #4
- 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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