If you’re like me, one of the best parts of the Super Bowl is the commercials. I don’t mind when people talk during the actual game, but when the commercials come on, I want everyone to shush so I can hear ’em.
Like most everyone else in the agriculture industry, I was blown away by the commercial for Ram Trucks.
The whole package induced goosebumps and/or tears; from the late Paul Harvey’s address to young people at the 1978 National FFA Convention; to the imagery (a compelling combination of Dodge Ram photos, portraits and machines at work); to the social media frenzy following the commercial. All of it combined to earn Dodge Ram the coveted “Best Super Bowl Commercial of 2013” by many accounts.
Certainly, the ag community’s collective morale was bolstered by the 2-minute spot; many friends and colleagues posted as such on Facebook and Twitter. There is a lot of pride in being a farmer/rancher, and today you can see it on many social media sites.
For those of us who grew up on a farm, the narrative of the commercial hit close to home. Paul Harvey’s “News and Comment” program was a staple on many a farmer’s radio. And in the afternoon, listening to, “The Rest of the Story” was another treat.
I was lucky enough to hear Paul Harvey in person. He delivered a Landon Lecture on the campus of Kansas State University in 2003 in front of a packed house in McCain Auditorium and was treated like a rockstar by faculty, students and the Manhattan community. Paul Harvey, it seemed, was “one of us” – a true American who valued hard work, Faith, and helping one another. Listen closely to the words in the commercial; they ring pretty true.
And yet, as powerful and iconic as the words are, the fantastic photography featured in last night’s commercial is what really stands out. They were a wonderful collection of faces and places that, woven together, tell an amazing story about today’s agriculture and the people who create our food, fiber and fuel.
According to ABC News, Dodge Ram and the company’s Dallas-based advertising firm, Rogers Company, hired 10 professional photographers to gather images of real farmers and ranchers.
The message didn’t end on Sunday night. A special Dodge Ram website that declares 2013 the “Year of the Farmer,” and promises to donate up to $1 million to the National FFA organization, depending upon the number of views the commercial gets on You Tube. The campaign is co-sponsored by CaseIH and Farms.com.