Singer Bruce Springsteen, who backed Joe Biden and beat up Donald Trump in the 2020 election, appeared in advertising during the Super Bowl on Sunday night to promote unity and political healing.
The two-minute commercial, titled "The Middle," was for automaker Jeep.
Springsteen is known for positioning itself as the worker's friend.
Check out the full ad below.
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Springsteen: "It's no secret that the middle has been a difficult place lately"
Springsteen says in the ad, "It's no secret that the middle has been tough to get to lately."
"Between red and blue, between servants and citizens, between our freedom and our fear," says Springsteen. "Now fear was never the best of us."
"And as far as freedom is concerned, it is not just the property of the lucky few," continues the singer. "It belongs to all of us."
Then he said the Americans had to go back to the "center".
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Springsteen said, "Whoever you are, wherever you're from, it connects us, and we need that connection."
"We need the middle," he insisted.
The head of marketing at the company that owns Jeep has gently alerted the Springsteen manager to ideas for a commercial for 10 years, to no avail. A few weeks ago, Springsteen said yes in surprise. This is like a business school case study: https://t.co/VofjcVt07z
– Joel Siegel (@joelmsiegel) February 7, 2021
Springsteen said he would leave the US if Trump were re-elected
Recall that during the presidential election, Springsteen said he would leave the US if Trump won re-election.
Springsteen told an Australian newspaper: “If Trump is re-elected – which he won't be; I assume he will lose now – if he happens to be, I'll see you on the next plane, ”which means he would fly to Australia.
This wasn't the only time Springsteen avoided "the middle".
In 2020 Springsteen claimed that President Trump was a "threat to democracy".
“I believe our current president poses a threat to our democracy. It just makes any kind of reform so much more difficult. I do not know whether our democracy could hold out for another four years under his care. These are all existential threats to our democracy and our American way of life. "
Springsteen also appeared at Joe Biden's opening ceremonies last month and had previously confirmed Biden as president.
In the ad, Springsteen continues, “We just have to remember that the ground we stand on is common ground. So we can get there. We can make it through the desert to the top of the mountain and bridge that gap. "
At the end of the commercial, you'll see the words "To the ReUnited States of America".
Jeeps # SuperBowl advertising stars @springsteen who has avoided advertising for decades. @ Jeep CMO Oliver Francois has been chasing the boss for 10 years but eventually landed him for the place that calls for unity in deeply divided America. #AdAgeSuperBowl https://t.co/vkg9jYsIvq
– Ad age (@adage) February 7, 2021
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"Everyone is more than welcome to meet here in the middle"
In the center of the ad is the American Center Chapel in Lebanon, Kansas, which is located in the geographic "center" of the USA.
"It never closes," notes Springsteen. "Everyone is welcome to meet here in the middle."
If Donald Trump were still president, would Bruce Springsteen appear in commercials urging Americans to meet in the middle?
I didn't either.
See the full ad here: