“The other two-minute minute half of Chrysler's ‘Hit 'em in the Heart(land)’ combo,” as Ad Age’s Ken Wheaton put it in his review that year (see also Jeep's "Whole Again"). The ad, by The Richards Group, showcases beautifully shot stills of farmers and rural landscapes, set to the the crackling audio of radio legend Steve Harvey's “So Good Made a Farmer” speech at the 1978 Future Farmers of America convention.
The spot was very well received, considered one of the best of Super Bowl 2013, and it blew up on social media, but not without some controversy: Some complained of the lack of African-American and Hispanic farmers.
Ram said it would donate $100,000 to the Future Farmers of America for every million YouTube views or shares that "Farmer" earned, up to $1 million. That amount was reached in less than a week.
Creative group head/copywriter: Rob Baker. Creative group head/art director: Jimmy Bonner. Producer: Paul Nelson. Editorial: 3008. Editor: Brent Herrington. Sound engineer: Matt Cimino.
BRAND: Ram Trucks
AGENCY: The Richards Group
QUARTER AIRED: Q4