Home Opinion Did Jeep strike the right tone with its Super Bowl ad?

Did Jeep strike the right tone with its Super Bowl ad?

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Jeep Super Bowl Ad
The Jeep brand and Bruce Springsteen collaborate to launch “The Middle” Big Game campaign (Image courtesy of Stellantis North America)

2020 was a cataclysmic year in so many ways. The CDC has reported more than 450k Coronavirus-related deaths in the U.S. to date. Many of us haven’t seen our families and friends in almost a year due to social lockdowns. And politically we are more divided than we’ve ever been – perhaps since the Civil War. Which is why the Super Bowl ad from Jeep struck a chord with me.

But did it strike the same chord for the right and left? And was it the right tone?

A 30-second Super Bowl add cost $5.5M in 2021, and the Jeep ad is more than 2 minutes. A lot of automakers, such as Kia, opted out of advertising this year, preferring to donate the money to charity instead.

But here’s the thing, even though Super Bowl viewership was likely down this year, it probably still captivated more than 20M, and the YouTube video itself now has more than 26M views. So, it’s had a lot of eyeballs.

But when I looked at the YouTube video’s thumbs up/thumbs down, I was surprised to see almost half were in the latter category. Was this due to the tone? Or something else? I’m curious. I’d love for our Pickup Truck + SUV Talk readers to take a look at the Jeep Super Bowl ad and share opinions politely.

The bottom line on the Jeep Super Bowl ad

Last year’s Super Bowl was probably the last time I felt “normal.” I was in San Francisco watching it on a TV in a hotel lobby because my husband and I were traveling to celebrate the birth of his best-friend’s second son.

The pandemic fear had just begun, and no one was allowed to hold this 7-day-old baby. The election rhetoric hadn’t begun. We were still hugging friends and family. And social distancing wasn’t a term on the tip of everyone’s tongue. No one wore a mask in public.

We can’t delete 2020, but we can heal. And, frankly, I think we need more messages of unity, peace and coming together in the middle.

So, in case you missed it: I think the tone for this Jeep Super Bowl commercial was perfect. And we need more big-name advertisers and brands to do the same.

What do you think? Was it the right tone? Why or why not?

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