NJ's Own Bruce Springsteen Stars in Jeep's 2021 Big Game Commercial

Last year, the Jeep big game commercial was inspired by Groundhog Day and starred Bill Murray & the Gladiator truck to give a fun vibe. However, this year’s Jeep ad was one that wanted to deliver a powerful message due to the unprecedented events that occurred during 2020.

And New Jersey native Bruce Springsteen took centerstage from the U.S. Center Chapel in Lebanon, Kansas which is the geographic center of the 48 states in the continental U.S. Appropriately enough, the 2021 Jeep big game commercial is called “The Middle” and marks the first time that Springsteen has been a part of an ad for the most watched football event of the year.

Watch the 2021 Jeep Big Game Ad

Fun Facts About “The Middle”

• The motel, porch, a map of United States on a stone marker and some landscapes seen in the commercial were also located in Lebanon KS.
• Besides Lebanon KS, other locations used in the ad include landscapes in Oronoque KS & Hastings NE, water rushing in Golden CO and city scenes & Davies' Chuck Wagon Diner in Denver CO.
• The 2 Jeeps featured in this commercial are the 1980 CJ-5 and the 1965 Willys CJ-5.
• It was filmed over a few days in late January 2021.
• All COVID-19 health protocols were strictly enforced/followed during the course of production.
• It aired 10 years almost to the day after our brand’s famed “Imported from Detroit” big game campaign.

What Bruce Springsteen Says in the Commercial

There’s a chapel in Kansas. Standing on the exact center of the lower forty-eight. It never closes. All are more than welcome. To come meet here, in the middle.

It’s no secret. The middle has been a hard place to get to lately. Between red and blue. Between servant and citizen. Between our freedom and our fear.

Now, fear has never been the best of who we are. And as for freedom, it’s not the property of just the fortunate few; it belongs to us all.

Whoever you are, wherever you’re from. It’s what connects us. And we need that connection. We need the middle. We just have to remember the very soil we stand on is common ground. So we can get there.

We can make it to the mountaintop, through the desert and we will cross this divide. Our light has always found its way through the darkness. And there’s hope on the road up ahead.

We love the message of unity that Springsteen spoke of in the commercial as we push forward into 2021 and the next phase of our future, which will be forever changed because of the various events of 2020. We hope this big game ad inspired you as much as it did us!