Farmers score big in Super Bowl advertising campaign
By Sara Wyant
© Copyright Agri-Pulse Communications, Inc.
New Orleans, LA. Feb. 4, 2013 - In a Super Bowl commercial lasting two minutes, the Ram truck brand and their affiliated partners offered an inspiring tribute to American farmers and ranchers and promises to increase donations to the National FFA Organization.
The new Ram Truck spot, "So God Made a Farmer" included beautiful images from 10 noted photographers including National Geographic icon William Albert Allard and renowned documentary photographer Kurt Markus. The narrative was delivered by the late radio broadcaster Paul Harvey, who first delivered the speech at a FFA convention in 1978.
Social media lit up after the ad was played, with hundreds of posts on both Facebook and Twitter noting appreciation for a company willing to highlight the important role that farmers and ranchers play in feeding consumers in the U.S. and around the globe.
For every view, download or share of the two-minute “So God Made a Farmer” spot located on the brand's website, Ram will make a donation to the National FFA Organization with the intent of generating $1 million.
The broadcast spot can be viewed at the Ram Truck brand's website at www.ramtrucks.com/keepplowing and on the brand's YouTube site at www.youtube.com/ramtrucks. "Farmer" was created in partnership with The Richards Group of Dallas, Texas.
"For the past two years, we have used the largest television viewing audience to highlight the pride, the resilience and the determination that form an integral part of the American character," said Sergio Marchionne, Chairman and CEO, Chrysler Group LLC. "Both the Jeep and Ram Truck brand's campaign videos express Chrysler Group's commitment to America and to helping build a better future for this great country." Chrysler also aired another Super Bowl segment devoted to U.S. troops called “Home Again.”
Case IH is also teaming up with sister company, Ram Trucks, in a campaign that declares 2013 “The Year of the Farmer” and helps generate donations to FFA.
“Case IH is powered by a steadfast commitment to making farmers more successful,” says Kyle Russell, Case IH Senior Director of Marketing. “Now, we're pleased to collaborate on this exciting program that salutes the role of farmers throughout history, and also supports farmers of the future with its connection to FFA.”
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