Dodge used the iconic voice of Paul Harvey to pay tribute to the American farmer in a Super Bowl ad that aired during the fourth quarter of the game. The commercial, clocking in at over 2 minutes, which is rare for Super Bowl ads, showed several images of hardworking farmers as Mr. Harvey’s “So God Made a Farmer” played in the background.
Paul Harvey gave this speech in 1978 at a Future Farmers of America (FFA) convention in 1978. It has been praised by the agricultural community ever since and rightly so.
The ad is taking some criticism for, essentially, lifting the idea from a YouTube video, from 2011, that utilizes the same concept without the flashy production values and pitch for Ram trucks at the end. But, the important takeaway here is that, although Chrysler/Dodge’s intention is to sell more trucks, it used a very expensive ad slot, watched by over 100 million people in the U.S. alone, to spread the message of the importance of agriculture. In addition, thanks to YouTube and other social channels, the ad will live on for quite some time.
Ram’s 2013 Super Bowl commercial is this year’s Clint Eastwood
By Gabe Zaldivar, Bleacher Report
If you were waiting for a commercial that would be the talk of every office in America on Monday morning, you had to wait until the fourth quarter of the Super Bowl to spot the epic ad from Dodge Ram featuring the words of Paul Harvey.
This one went out to the farmers of the country, those who are underappreciated but hard-working.
The voice over is provided by the late, great American broadcaster Harvey, whose “God Made a Farmer” speech is made all the more poignant with humbling images of this nation’s farmers.