Use a celebrity to star in a campaign It is a common advertising practice, but it can become a double-edged sword. It is precisely what has happened to Jeep with his spot ‘The Middle’, with Bruce Springsteen as master of ceremonies and aired during the Super Bowl: the brand has had to remove the ad after coming out the singer’s arrest for drunk driving.
The final of the National Football League (NFL) championship has been a showcase for years where brands they run high-budget ads and usually with celebrities as protagonists. Last year Jeep bet on Bill Murray and this year it has done the same with nothing less than Bruce Springsteen which, by the way, he has never lent his image to large corporations for advertising purposes.
But the bet has not exactly turned out well for the North American firm: five days later that it was broadcast in the Super Bowl and that it was posted on their social media profiles have been seen forced to remove the ad.
Arrested in november
Yes OK It was last November 14 when The Boss it was arrested for driving under the influence of alcohol, the news came to light this Wednesday because the Jersey will have to appear before a court for it in the coming weeks.
According to the agents, Springsteen was discovered driving through a restricted area and with a few drinks too at Gateway National Recreation Area in Sandy Hook, NJ. Despite his drunken state, the police have indicated that he was collaborative during the arrest.
It should be noted that it is the first time springsteen, 71-year-old who has just released his twentieth album ‘Letter to You’, is arrested for getting behind the wheel drunk. As it was also the first time that he was lent to star in an advertisement. Bad luck for Jeep.
“Drinking alcohol and driving can never be indulged”
Baptized as ‘The Middle’, the two-minute commercial, was announced with great fanfare by Jeep, one of the brands belonging to the newcomer car giant Stellantis.
Y Jeep spared no expenseAs John Hammond would say, in addition to resorting to Springsteen, this ad was shot in different locations in the US, including the US Center Chapel church in Lebanon (Kansas), the geographic epicenter of the North American country.
The Middle. pic.twitter.com/dbsgWV35i0— Bruce Springsteen (@springsteen) February 8, 2021
In the evocative spot, the singer tells a poem in which calls for unity with the Americans, in this turbulent moment that the country is experiencing after the elections that have returned the Democrats to the White House.
What’s more, Springsteen was actively involved in this commercialNot only did he star in and write the poem, but he also composed the theme for the video in collaboration with Ron Aniello, who is the producer of ‘Letter to You’ and three other of the artist’s records. Thom Zimny, a regular director of video clips and documentaries for The Boss, directed the ad.
Thus, Jeep had opted for this project, with such a personal signature from Bruce Springsteen, for the Super Bowl final, which also celebrated the manufacturer’s 80 years. “We have tried to establish deep emotional connections with millions of viewers, using cultural relevance as a communication link,” explained Olivier Francois, Head of Global Marketing at Stellantis proudly.
Yes OK neither Jeep nor Stellantis have made any official statement about the singer’s arrest, it has been removed the video of all its digital platforms. In principle, in the case of television, it was only scheduled to be broadcast during the Super Bowl.
According to Fox News, a spokesman for the manufacturer argued that “it would be inappropriate to comment on the details of a matter that we have only read about” but that “they consider appropriate” to remove the video until the facts are clarified. “Drinking alcohol and driving can never be indulged“.
At the time of writing, the announcement still posted on Springsteen’s profile Twitter and Instagram.
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