When the Ram Truck Super Bowl commercial titled, “Farmer,” ran, the Ram Truck brand pledged to make a donation to the National FFA Organization for every view of its two-minute “Farmer” Super Bowl video on the brand’s website, with the intent of generating $1 million.
It took less than a week to reach the 10 million view milestone equating to the $1 million donation. As of Feb. 14, the “Farmer” video has been viewed more than 18 million times at www.ramtrucks.com/keepplowing and www.youtube.com/ramtrucks and millions of more times on other sites.
The “Farmer” video was inspired by the stirring “So God Made a Farmer” tribute delivered by legendary radio broadcaster Paul Harvey.
“The compelling images in the video of America’s heartland mated with Harvey’s ‘So God Made a Farmer’ words resonated with viewers nationwide,” said Olivier Francois, Chrysler’s chief marketing officer.
“We set out to create a call-to- action to support farmers and to recognize their place as the foundation of the American character and are gratified with the dialog the video sparked.”
The brand commissioned 10 noted photographers to document American farm life, yielding a comprehensive catalog of farming images. Many of these still images provide the visual mosaic for the video; Harvey’s oration provides the narration.
The photographers shot images throughout the United States over the course of 25 days with 35 still photographs used in the video. Many more of the commissioned images will appear in a book the Ram Truck brand plans to publish later this year, creating a comprehensive collection of original agriculture, farming and family farm photography.