Jeep Puts Bruce Springsteen Ad on Pause After DWI Arrest
Singer Bruce Springsteen caused a flurry of scrutiny after reports of a recent DWI arrest surfaced.
After starring in a new Jeep commercial that aired during the Super Bowl, the “Born in the USA” musician and the car manufacturer received mixed reactions for their messaging. Now, Jeep is backing away from the ad campaign in light of the charges leveled against Springsteen.
Bruce Springsteen and Jeep joined forces
Quite a few Super Bowl game night ads were the talk of the water cooler, but Bruce Springsteen’s team-up with Jeep received both love and contempt.
Per the auto brand’s press release, the two-minute commercial was dubbed “The Middle” and designed to be “a celebration of the Jeep brand’s 80-year anniversary and, more timely, it is a call to all Americans to come together and seek common ground as we look collectively to the road ahead.”
Springsteen helped create the original score for the visual and served as its actor/narrator. He was very involved with the overall details in the project. In addition to airing during the big game on Feb. 7, the ad dropped on Jeep’s social media sites, including YouTube, Twitter, and Instagram.
It was filmed in sites across the country, noting that one was the “grounds of the U.S. Center Chapel in Lebanon, Kansas, which stands on the geographical center (the middle) of the United States of America’s lower 48 states.”
However, the campaign rubbed some viewers the wrong way for several reasons, including accusations of being tone deaf and divisive.
Springsteen is facing federal DWI charges
According to the New York Times, TMZ was the first to report on Springsteen’s DWI arrest that occurred in November 2020.
But per to the Times, the 71-year-old is charged with reckless driving, consuming alcohol in a closed area, and driving while intoxicated. He was arrested at Gateway National Recreation Area, a state park in his home state of New Jersey.
A spokesperson for the National Park Service confirmed the arrest and added that because Springsteen was caught and apprehended on park property, he’s facing federal charges.
Jeep nixes the Springsteen ad, issues a statement
As of Feb. 10, Jeep removed the Springsteen-featured commercial from all social media channels due to the DWI revelation. Additionally, a company spokesperson issued a statement about the matter, per the NYT.
“It would be inappropriate for us to comment on the details of a matter we have only read about and we cannot substantiate. But it’s also right that we pause our Big Game commercial until the actual facts can be established,” it read.
“Its message of community and unity is as relevant as ever,” the company said. “As is the message that drinking and driving can never be condoned,” the message concluded.
Springsteen recently performed during Joe Biden’s inauguration in January. He also appeared on The Tonight Show Starring Jimmy Fallon in December 2020 to discuss his career and new album, as well as to talk about his appearance on Saturday Night Live.
Springsteen’s team has not yet commented on the DWI charges.