On Super Bowl Sunday Jeep released a 2:00 commercial starring Bruce Springsteen titled “The Middle”. Three-days later Jeep pulled the ad after it was revealed that Springsteen has been arrested for a DWI on November 14, 2020 in Sandy Hook, New Jersey.
“It would be inappropriate for us to comment on the details of a matter we have only read about and we cannot substantiate,” a spokesperson for Jeep stated. “But it’s also right that we pause our Big Game commercial until the actual facts can be established. Its message of community and unity is as relevant as ever. As is the message that drinking and driving can never be condoned.”
The ad was pulled by Jeep from its website but Springsteen still had it on his Instagram account.
The short film had Springsteen cruising through the middle of the United States in a 1985 Jeep CJ-5 and calling for unity in America. At the time of the commercial’s release Jeep’s marketing squad was hyping the social cause of its short film.
“’The Middle’ is 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.” – Olivier Francois, Global Chief Marketing Officer, Stellantis, said on February 7, 2021.
Unfortunately for Jeep the details of Springsteen’s DWI arrest were reported by TMZ on February 10, 2021.
According to TMZ, Springsteen was arrested on November 14, 2020 at the Gateway National Recreation Area in New Jersey for DWI, reckless driving, and consuming alcohol in a closed area. The Asbury Park Press is reporting that Springsteen’s blood-alcohol content was 0.02, which is well below New Jersey’s BAC legal limit of 0.08.
A spokesman for the National Parks Service said Springsteen was cooperative throughout the arrest. Due to the incident taking place on federal land, Springsteen will have his case held in federal court and will have his appearance via video conference in the upcoming weeks.
To date, Springsteen has not commented about the arrest.