Parsons, Kansas —
Thirty-second spots during the Super Bowl cost advertisers $3.8 to $4 million dollars.
The commercial is the latest in Dodge’s “Guts, Glory, Ram” campaign. Along with Harvey’s voice, it features artistic still pictures by 10 well-known photographers including renowned National Geographic photographer William Albert Allard.
Harvey’s narration ends on a farm scene with the superimposed phrase, “To the farmer in all of us.”
“Somebody who'd bale a family together with the soft strong bonds of sharing, who would laugh and then sigh, and then reply, with smiling eyes, when his son says he wants to spend his life ‘doing what dad does.’ So God made a farmer.”
Although there are Dodge trucks in the background of a couple of the scenes, the two-minute ad makes no product mention at all until the commercial ends and the Dodge Ram logo — along with the FFA logo — appears on the screen.
In addition to raising awareness of the Dodge Ram and farmers, the ad will benefit the Indianapolis-based National FFA Organization, which is getting a donation for each download or share of the ad. The ad is now on YouTube and the Ram Truck site.
The intention is to raise $1 million for the FFA, according to reports.
Paul Harvey, an icon with a generation of Americans for his “rest of the story” and his sign-off, “Good day!” passed away in 2009. The Tulsa, Okla., native was known for his conservative views and was a adamant supporter of FFA.
He fell out of favor with many in agriculture, however, when he began voicing strong support for the animal rights movement.
Many farmers and farm groups urged their local radio stations to drop his program.
The Super Bowl commercial ends with a photo of a Dodge truck parked in front of a livestock confinement building.
Text of the poem and video of the commercial are available online by searching for, “So God Made a Farmer.”£