The legendary singer Bruce Springsteen y Jeep joined in the video The Middle (El Centro), which aired during the 2021 edition of the Super Bowl what was left for Tampa Bay after defeating Kansas by 31 to 9. The ad went live almost ten years after the launch of the campaign Imported from Detroit (Imported from Detroit).
Springsteen has been personally involved in the creation of The Middle and has worked closely with the seasoned director. Thom Zimny. He has written and produced the original soundtrack with his regular collaborator. Ron Aniello.
The Middle was shot in various locations throughout the United States, including the grounds of the Chapel of the US Center in Lebanon, Kansas, which is located in the geographic center (the middle) of the Lower 48 (the continental 48 states) of the country. The Jeep brand campaign has been created in collaboration with the Michigan agency Doner.
Over the past decade, Jeep brands, Dodge y Ram they have evoked emotional messages in their Super Bowl ads. While Imported from Detroit spoke in 2011 of the courage, ingenuity, and determination of workers in the U.S. automobile industry (Detroit), the following year Halftime in america tried to encourage Americans going through hard times, with Clint Eastwood stating: “This country cannot be brought down in one fell swoop. We will rise again ". Later in 2013, the Ram brand launched Farmer, a tribute to farmers through the iconic words of the legendary radio host Paul harvey.