How could a major corporation not see how propagandistic it comes off to suggest that when Republicans win a national election, that’s divisive?
In a generally weak year for Super Bowl commercials, Jeep’s stood out for being particularly obnoxious and tone-deaf. Called “The Middle,” left-wing political activist and world-famous singer Bruce Springsteen narrated and starred in the ad about how the country has been divided, but now it has a bright future as the “ReUnited States of America.” While advertisements that appeal to virtues in order to increase sales and profits can work — see Toyota’s beautiful ad about the joy in adopting a child with special needs — this one fell flat and faced mockery and opposition from many viewers. Here are the three main reasons the ad didn’t work. Many Americans love Springsteen’s music. His successful career has spanned four decades. Many liberals love that he shares their political views and works so hard as a political activist. Springsteen, like so many other wealthy celebrities, regularly speaks ill of Republican voters and politicians. Just before the 2020 election, Springsteen called for “an exorcism in our nation’s capital” as dark music played on his radio show. Of Trump’s presidency, he said, “I thought it was a f—ing nightmare, but it was true.” The episode, titled “Farewell To The Thief,” also insulted President Trump’s family. The 71-year-old Springsteen told Australians that he would leave the United States and move there if Trump was re-elected. Springsteen’s posture against Republicans is well known and goes back decades. He was angry at President Ronald Reagan’s positive mention of Springsteen’s “Born In The U.S.A.” He endorsed and campaigned for John Kerry, Barack Obama, and Joe Biden. Of President George W. Bush in 2008, Springsteen said the United States was now “suffering the consequences” of eight years of rule by a “very radical group of people who pushed things in a very radical direction, had great success in moving things in that direction, and we are suffering the consequences.
