Farmer
Ram Trucks2013
Farmer is a 2013 two-minute television commercial for Ram Trucks, created by The Richards Group, Dallas.
The line
To the farmer in all of us.
Why it works
Essentially a two-minute slideshow that never speaks its brand name, "Farmer" lays the late broadcaster Paul Harvey's original recording of "So God Made a Farmer," his decades-old speech to the Future Farmers of America, over still photographs of farm life. The Richards Group in Dallas commissioned ten photographers, among them William Albert Allard and Kurt Markus, and its creative directors say they sifted more than 100,000 images down to 35. The spot aired in the fourth quarter of Super Bowl XLVII on February 3, 2013, placed third in USA Today's Ad Meter and won YouTube's Ad Blitz vote. It is studied as cause marketing that also moved trucks: Ram pledged a donation to the National FFA Organization for every view of the video on its website and reached the 10 million views needed for $1 million in under a week, and Chrysler argued the campaign helped lift Ram pickup sales 15 percent in the first quarter.
Techniques
- Plain folks Still photographs of working farmers and a late broadcaster's tribute to their labour present the truck brand as one with ordinary rural Americans.
- Pathos Paul Harvey's reverent recording over quiet farm images stirs admiration and pride without the brand name ever being spoken.
- Purpose and cause Each online view of the film triggered a donation to the National FFA Organization, tying the spot to support for future farmers.
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