Jeep’s Super Bowl commercial starring Bruce Springsteen was known for a decade in development for convincing A-list celebrities to appear in such ads, according to Olivier Francois, an automobile marketing manager / p>
Every year since 2011, Francois has said he came up with an idea for a Super Bowl commercial to Springsteen’s manager Jon Landau.It became something of a tradition, though Francois believed there was little chance that it would happen

Why Springsteen, who had never appeared in a commercial? It harks back to the automaker’s former CEO Sergio Marchionne, who passed away unexpectedly in 2018. The Italian-Canadian businessman was a fan of the singer and regularly used his music at presentations and events to connect Springsteen’s personality with that of the company. p>

“What you see today is really a 10 year story,” Francois told CNBC. “We started discussing Bruce about Bruce, not him, about my old boss, Sergio. He loved Bruce Springsteen’s music”

Francois, chief marketing officer for Jeep’s parent company, Stellantis (formerly Fiat Chrysler), convinced Detroit rapper Eminem and musician Bob Dylan to star in the company’s ads.He even landed Oprah Winfrey for a voiceover in Im once Last year Francois convinced elusive actor Bill Murray to repeat his role from 1993 for a Super Bowl commercial

He said his “biggest regret” wasn’t doing the commercial with Springsteen while Marchionne was alive “My biggest regret today is that they never made it to meet I always promised him that I would make a difference, and I delivered a little late, “said Francois

Francois first featured Springsteen in a 2012 Super Bowl commercial titled “It’s Halftime in America,” which starred actor Clint Eastwood, another celebrity not known for being in Ads to appear or to be affiliated with a product or company The ad featured Eastwood as the national coach and urged the US. to learn from the resurgence of the Detroit auto industry

Francois referred to this year’s ad as the “successor” to this commercial as well as others like a 2013 Super Bowl ad called “Farmer” “Both were cinematic, country-specific ads with few actual vehicles

In this year’s “The Middle” commercial, Springsteen drives around in an old jeep and talks about a band in the center of the country called US. Center Chapel in Lebanon, Kansas He used the extremely small chapel as a basis to talk about the country that needs to “meet here in the middle” before the ad ended with “To the ReUnited States of America” ​​It A website and logos for Jeep followed, which will celebrate its 80th anniversary in 2021

In a press release, Landau said as soon as they saw the pitch they decided it was something they had to do

“Olivier Francois and I have been talking about ideas for the past 10 years When he showed us the draft for ‘The Middle’, our immediate reaction was’ Let’s do it ‘, “he said,” Our goal was to do something surprising, relevant, immediate and artful. I think that’s exactly what Bruce had with’ The Middle ‘made”

Francois believes the message of the ad is in line with Springsteen’s beliefs and has struck the “right balance” between the company’s goal and that of the singer who narrated a commercial for Joe Biden last year

Francois said Springsteen was closely involved in creating the Jeep ad and worked closely with director Thom Zimny ​​who wrote and produced the original score for the commercial with another of his frequent collaborators, Ron Aniello

According to Francois, the Springsteen commercial almost failed to materialize. After being rejected by the singer’s manager for 10 years, he decided not to give Landau an idea for Springsteen

“I think it’s the first year I’ve ever asked an agency to crack an idea from Bruce Springsteen,” he said, “I think it took me 10 years to understand that it never was happened Of course I was wrong, but I thought so. And it was also an abuse of the time of John Landau and Bruce “

Until Southfield, Michigan-based advertising agency Doner came up with the idea of ​​”The Middle”. “After Francois contacted Landau to say a happy new year in early January, he decided to send him the pitch the advertising agency said Francois said After receiving the parking space, Landau believed it was “the right message” “

“Yes, he takes a stand, but he takes a stand for the middle,” said Francois. “It’s not liberal It’s not a republican It’s just something that tries to stand for the apolitical The common ground”

The news appears to have resonated with viewers since it was posted on YouTube early Sunday morning, the ad has been viewed approximately 24 million times, roughly four times the combined viewership of other Super Bowl ads from General Motors, Toyota Motor, and the online car seller Vroom

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World news – USA – How Jeep Bruce Springsteen landed for its 2021 Super Bowl ad

Source: https://www.cnbc.com/2021/02/08/how-jeep-landed-bruce-springsteen-2021-super-bowl-commercial.html