Chrysler’s promotion of the Ram Truck in the 2013 Super Bowl was centred on “Farmers”, a commercial featuring commissioned photography of American farmes speech delivered by radio broadcaster Paul Harvey in 1978 at the Future Farmers of America convention. The Super Bowl. The exploration of God’s eighth day of creation, “So God made a farmer”, is connected with the Keep Plowing microsite, “ramtrucks.com/keepplowing“, which declares 2013 the Year of the Farmer and invites farmers to share Ram-sponsored badges of pride on their social networks.
Click on the image below to play the video in YouTube (HD)
The Farmers campaign was developed at The Richards Group by creative group head/copywriter Rob Baker and creative group head/art director Jimmy Bonner, and producer Paul Nelson, and art buyer/ producer Deb Grisham.
Photography was by William Allard, Andy Anderson, Jim Arndt, Daniel Beltra, Mark Gooch, Andy Mahr, Kurt Markus, David Spielman, Matt Turley and Olaf Veltman.
Editor was Brent Herrington at 3008 with sound engineer Matt Cimino.
Paul Harvey’s Text
And on the eighth day, God looked down on his planned paradise and said, “I need a caretaker.” So God made a farmer.
God said, “I need somebody willing to get up before dawn, milk cows, work all day in the field, milk cows again, eat supper, then go to town and stay past midnight at a meeting of the school board.” So God made a farmer.
God said, “I need somebody willing to sit up all night with a newborn colt and watch it die, then dry his eyes and say,’Maybe next year,’ I need somebody who can shape an ax handle from an ash tree, shoe a horse with hunk of car tire, who can make a harness out hay wire, feed sacks and shoe scraps. Who, during planting time and harvest season will finish his 40-hour week by Tuesday noon and then, paining from tractor back, put in another 72 hours.” So God made the farmer.
God said, “I need somebody strong enough to clear trees and heave bales, yet gentle enough to yean lambs and wean pigs and tend the pink-comb pullets, who will stop his mower for an hour to splint the leg of a meadowlark.”
It had to be somebody who’d plow deep and straight and not cut corners. Somebody to seed, weed, feed, breed, and brake, and disk, and plow, and plant, and tie the fleece and strain the milk. 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 that he wants to spend his life doing what Dad does. “So God made a farmer.”