That Bruce Springsteen Jeep Commercial

Posted on by beautybeyondbones

Well, here we are. The Monday after the Super Bowl. The hangovers are real. The food comas are still in effect. And the opinion trolls are out and vocal about that Bruce Springsteen Jeep Commercial.

The ad copy reads: “There’s a chapel in Kansas standing on the exact center of the lower 48. It never closes. All are more than welcome to come meet here in the middle,” Springsteen says. “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,” he continues. “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 mountain top, 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 rode up ahead.”

I’m sure you’ve heard about it by now. The commercials — which let’s be honest, are the reason 90% of people actually tune into the Super Bowl anyway — they left a lot to be desired, and all people are talking about is the Jeep spot.

Last night I watched the game with a couple of friends, and my famous Cincinnati Skyline Chili Dip. And to be honest, I spent more time gabbing than actually watching. But today, I have certainly got an earful about Bruce Springsteen’s appearance during the controversial commercial.

By the time of publication, it’s had 30 million views already on YouTube. And – no surprise here – but like all of 2020 and 2021 so far, the country is harshly divided over this commercial…about unity.

It’s a rather played out trope…the rugged man (Bruce) is in a Jeep looking weathered and doing a serious voice over about how the country needs to find “common ground” and meet in “the middle.” The setting was at a tiny chapel situated on the exact geographic middle of the country, symbolic of the unity our country should seek. There’s Christian symbolism throughout, and it closes with the phrase “The ReUnited States of America” — superimposed over an outline of the United States….which ironically forgot to include the Upper Peninsula of Michigan.

Let’s just say, people are heated over this seemingly benign call for togetherness.

Left wing liberals are claiming that it’s a “disturbing omen of Christian nationalism.” Others on the left are saying that all of the Christian imagery is tone deaf to the evens of January 6 at the Capitol. While other far left extremists say that you can’t find common ground with white supremacists and fascists, and that the “other side” needs to pay for the events at the Capitol, and make atonement for their non-wokeness.

Conversely, people on the right are slamming both Jeep and Bruce Springsteen as hypocritical for promoting unity, when Bruce is famous for being derogatorily outspoken against Trump and conservatives. He was quoted for saying he’d move to Australia if Trump were reelected in 2020, calling the election an “exorcism.”

Conservatives, myself included, also feel the ad is corporate virtue signaling to the absolute N’th degree. “Come together and find common ground“…meaning, come to “our woke side” and believe what we believe, or we’ll call you a fascist or bigot, and cancel your ass. But sure, unity.

And to heavy handedly use Christian imagery as the cornerstone of the ad, when religious liberties are truly, under attack in this country…you could cut the irony with a knife.

Personally, what left the worst taste in my mouth, was how at the end, it called for the “ReUnited” States of America. Which, frankly, is the biggest proverbial “middle finger” to former President Trump I’ve ever seen.

The whole tone was like, this country is in shambles thanks to that fascist that was in the White House. Thank God we have Biden in office now to bring us together. Let’s unify at the altar of wokeness….or as we like to say, “the middle.”

The melodrama of it all was just sooo self serving. And its self-righteousness made me gag.

But that’s not what I want to focus on in tonight’s post.

I was watching with my friends, and one says, “I’m tired of the NFL being so political. I came to watch football.” Coincidentally, he was the second person who uttered, nearly that exact sentence to me that day.

My friend wasn’t the only one feeling this way, either. The NFL’s ratings and viewing numbers were the lowest they’ve been since 2017 this season. What used to be America’s favorite game, is now a breeding ground for wokeism, and politics. Case and point: during the Super Bowl, Mariah Carey tweeted, “Happy Colin Kaepernick Appreciation Day!”

There were ads about BLM and the NFL itself put out an ad where they announced that they were pledging $250 million to ending systemic racism.

Referee’s and players wearing “woke” slogans on their hats and uniforms. Commercials oozing with demonstrative and performative activism.

It’s getting shoved down our throats.

Can we not just enjoy the game without getting political?

I miss the good ol’ days where we laughed our butts off to “Wazzuppppp” commericals, or cried to the Budweiser thoroughbred horse.

It’s just too much.

Because at the end of the day, as we’ve witnessed in the reaction to this seemingly innocent call for unity, sadly, our country is so fiercely divided that even that is grounds for division. Our country has completely vilified those who believe differently. Not all, but the small minority of extreme minded individuals, whose voices are not only the loudest, but then further amplified by an agenda’d media and government, who benefit from a country divided. Those extreme voices are setting the cultural tone, and businesses and organization must either play along, or get canceled and feel the wrath of the woke mob.

If we are earnestly seeking the middle — like Springsteen is so cinematically calling for — then it’s going to actually take coming to the middle. The middle denotes compromise. It is comprised of creative and cooperative problem solving and solutions.

The Middle is not steamrolling 28 highly divisive executive orders through, within the first two weeks of a presidency term.

That is not communicating a spirit of cooperation. It is not demonstrating a quest for unity or the middle. It is a gigantic red flag that it’s “my way or the highway.”

Last night, we had a huge opportunity to come together as a country and enjoy a football game, and the multi-million dollar commercials that go with it. But sadly, we failed that test.

Unity takes humility. It takes compromise. It takes a willingness to listen, and a heart that welcomes and respects differneces.

Tonight, I pray that our country and its leaders take that tall order to heart. Because until we do those things, can we begin actually come together and meet in the middle.

“This is what the Lord says to these bones: I will make breath enter you, and you will come to life.” Ez 37:5

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164 thoughts on “That Bruce Springsteen Jeep Commercial”

  1. I’m sorry but being one who is dead in the middle I don’t find asking us to reach out to others to look for the middle ground wrong. Our nation is so divided in so many ways it is an anguish to me. Being 80 years old and having seen what can happen when we can give and take and with understanding accept that others can have different beliefs and opinions. This was the country I grew up in. What happened? I feel as if I am living in the twilight zone. There is a middle ground and I am still standing in it …mostly along. God help us!

    I do feel that this may not be the place for political opinions and I know this was viewed as such. I only with it could have been just a real plea for change.

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    1. Thank you so much for sharing your thoughts on this! I agree – the division in this country absolutely breaks my heart! Yes! I do join you in that plea for change. a plea for mutual respect and an earnest willingness to find common ground. Hugs and love xox

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  2. Once again you express so eloquently what so many of us are thinking. I am not a sports fan but my husband loves watching the Chiefs! He will literally mute the TV during the commercials. It’s just too much and it’s not unifying at all. I told him around Christmas time that I wasn’t going to buy any licensed merchandise for any team any longer. That’s my small protest to what they’re doing.

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    1. Thank you Teresa! I’m so glad this resonated with you! that’s a great call – we vote with our pocketbooks! Hugs and love xox

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    1. Thanks for the heads up. Yes, I think you’re right about that. Gotta stay connected to The Vine! Hugs and love xox

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  4. The whole commercial is all just too soon. Too soon.

    I read your comment about being staunchly pro-life. I completely agree with your post, but then I thought, “Well, that’s an issue I will never, ever budge on, so am I open to compromise?” That’s the difficult thing about saying we want “unity” no matter what the cultural moment. The church is supposed to be a thorn in the side of the world. Compromise too much and we lose our flavor. But I agree with you, too, that we need compromise! agh! Don’t know what the answer is on this one.

    “…the small minority of extreme minded individuals, whose voices are not only the loudest, but then further amplified by an agenda’d media and government, who benefit from a country divided. Those extreme voices are setting the cultural tone,…”

    Yes, absolutely. And it’s frustrating, because it seems news outlets and pundits on YouTube and elsewhere have a business model that thrives on pushing extreme views to the front. And many Catholic pundits are in on the action as well. It has to stop, but the ratings are too good.

    Pray, pray, pray, right?

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    1. Wow so much power food for thought here. A thorn in the side – that is right. Like society’s conscience. Thanks got stopping by. Hugs and love xox

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  6. Wow! Our TV went on the fritz so we missed all that. Now, I’m only disappointed I didn’t get to see BTS! However, All that you said, and the comments included, are so true. As long as you conform to their way of thinking is the only way to gain acceptance. There is no meeting in the middle for them and they know it.

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    1. Thank you so much Jo. Oh no! Sorry about your tv!!! You’re right. I pray that our country can truly and earnestly seek common ground. Hugs and love xox

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  8. Hi! I like your ending but a bit worried with the word “compromise” which the ad seems to imply we must take. Blessed Thursday.

    “Unity takes humility. It takes compromise. It takes a willingness to listen, and a heart that welcomes and respects differences.

    Tonight, I pray that our country and its leaders take that tall order to heart. Because until we do those things, can we begin actually come together and meet in the middle.”

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    1. Thank you for sharing your thoughts! Yes, while I don’t mean compromise the morality of Prolife/conservative views, I mean finding areas of common ground that can be grown, cultivated and multiplied. Joining you in that important prayer. Hugs and love xox

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    1. Hi Mya. I supported his Prolife policies, not the man himself. Things he said and did were deplorable. Thank you for your feedback. Hugs and love xox

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  10. I think finding unity is largely a matter of meeting people where they are and listening to them – instead of labeling them from a distance. I hang out with a bunch of ‘liberals’ at church. I think, if you met us, we wouldn’t seem so bad.

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  12. “Unity takes humility”… haven’t seen humility in Washington in a long time. When there are more humble people that remember THEY work for US… things might change for the better! Plus, compromise is difficult, but definitely necessary. Left wants all or nothing. Hopefully soon they’ll get nothing 🙂

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  13. I gave up on the NFL when they made it political. I gave up on TV when I tuned into TMC and got a lecture about racism in Hollywood in the early days. Cannot I just watch a movie? I haven’t turned on my TV in a month. I don’t really see that I will ever turn it back on. How can the country unify when one side has adopted principles–more like dictates– that are so far out of “the eternal rules of order and right that heaven itself has ordained.” (George Washington’s first inaugural address.) Sometimes in life there are two clear sides and one has to fight to defend what one believes in, not with physical force, but the finer tools supplied by our Lord and Savior. Beware meeting in the middle just to be run over.

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  15. Thank you for this insightful post. I didn’t watch the commercials because in the last few years they tend to take on a tone of vulgarity or express sentiments that are anti Christian values. You nailed the truth with this blog. Thank you!

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    1. thank you so much!! you’re kind to say that. Yes – i agree, they have certainly taken on a new focus recently. Hugs and love xox

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  16. I find it helpful to read back through my past posts. Sometimes I feel you might benefit from doing this with a critical eye. I have been wrong so many times I don’t feel like giving an opinion at all right now. You have made reference to senility on numerous occasions for example. I think you need to stop personal attacks. Meeting in the middle means both sides have to move. I am personally sick of the term woke.
    Your press is awful.Our press also leaves a lot to be desired. Both sides are being set on each other by the press. We all need to stop biting. It is divide and conquer.
    I have a good laugh at myself and my opinions but one thing remains constant. I do not like regurgitating rubbish from the media.
    Unity starts with us. My platform is tiny. Still I try. I have written some ridiculous stuff but I do try to show I have grown. You have been set on each other. Time to stop.There is a great ABBA song.
    He Is Your Brother.

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    1. Hi friend, thank you so much for this powerful perspective. You have certainly given me much to think and pray about. Thank you. You hit the nail on the head: there is always room for growth. Hugs and love xox

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