Paul Harvey's speech, So God Made a Farmer, is melded with stunning photography from around the country and capped with a message from Ram Trucks recognizing the farmer in all of us. We wanted to demonstrate the essence of the Ram Trucks brand with such impact that it goes beyond Super Bowl Sunday.

Launch the campaign
Published
March 2013
Topics

The Story

Paul Harvey's speech, So God Made a Farmer, is melded with stunning photography from around the country and capped with a message from Ram Trucks recognizing the farmer in all of us. We wanted to demonstrate the essence of the Ram Trucks brand with such impact that it goes beyond Super Bowl Sunday.

Googling for inspiration, we dug up a speech Paul Harvey delivered decades ago, titled, So God Made a Farmer. His words honored the hard work and sacrifice of generations of farmers and the speech itself had inspired many people and grassroots videos. We saw an opportunity to spread the word even further where it not only would be seen by 111 million people at once but also could be replayed and shared by millions more while generating dollars that would help nurture the next generation of farmers with scholarships, education programs and more.

The Technology

The Results

The outpouring of gratitude and introductions from farmers around the country. And over 21 million views to date on YouTube alone in just two and a half weeks.

2

days after Christmas, shooting began.

3

days before the Super Bowl, the spot received final network approval.

10

photographers from around the world shot 100,000 images.

Launch Date 4 February 2013