The Dodge Ram Trucks Commercial 'Farmer'

The bumper stickers that say, “Farming is everybody’s bread and butter”, is still true today. American farmers have been the backbone of our nation for years. Going into each Super Bowl broadcast, one never knows which ads will amuse, annoy, and which will inspire. It is also often hard to tell which Super Bowl commercials will be remembered long after the big game has come and gone. The Dodge Ram Trucks commercial ‘Farmer’, persuades the viewers to buy their product while sending a tribute to all farmers.

The famous commercial ‘Farmer’, is simply a powerful, moving ad and considered one of the most memorable commercials from the Super Bowl in 2013. This well-known commercial is a simple slide show, consisting of photographs accompanied by

a stirring tribute to American farmers. A decades-old speech from a conservative radio broadcaster, Paul Harvey, became a major topic of chatter when it was condensed and delivered as the audio backdrop for the Ram Trucks advertisement. The speech was originally delivered in 1978, smack dab in the middle of the carter era, and with its folksy timbre and talk of God, Paul Harvey’s words stood out amid the stream of ads that ranged from salacious to ridiculous to sentimental on twenty-first century CBS. This speech is praised for its imagery and reflection, taking the breath away from many farming family’s and surrounding people who love the Dodge Ram Trucks.
While Super Bowl ads often vie to be the hippest or funniest, “God Made a Farmer” took a riskier route: earnestness.

These emotions are all examples of pathos. According to this commercial, the farmer is someone who can do all these things, yet take care of his family, while supplying the nation with food and livestock. Paul Harvey’s famous words, “God said, ‘I need somebody willing to get up before dawn, milk cows, work all day in the fields, 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.” Perhaps it is a sign of how far the American food movement has come that Dodge chose this romantic vision of farm life to sell trucks. This commercial also displays ethos, convincing viewers why God made a farmer. If we close our eyes, we could almost imagine this to be God’s voice; deep, confident, and assuring. This helps set the tone for the seriousness of the commercial. Dodge Ram Trucks championed rugged individualism, love of God and country, and the fundamental decency of ordinary

people.
Indeed, it wasn’t clear just what the ad was selling, besides the virtues of farming, until the very end, when the Dodge logo appeared.

Apparently, the ad is part of a Dodge Ram partnership with the National FFA Organization (Future Farmers of America) “highlighting and underscoring the importance of farmers in America,” according to a statement from Dodge parent company Chrysler. The car company says that every time the ad is watched or shared on YouTube, Chrysler will donate to the National FFA. Dodge is using this commercial as a way to associate the “mighty farmer”, who people depend on, with their mighty truck, which is dependable for heavy farming needs. They are trying to persuade you to purchase the Dodge Ram because, according to the manufacturer, the Ram is tough, can withstand whatever challenge you put it through, and can stand the test of time, just like the farmer. At the end of the commercial, the narrator indicates that the son wants to follow in the father’s footsteps. This is important because Dodge would like their vehicles to continue to provide for future

generations.
One thing is for sure: two captivating minutes Sunday night, the values and future of American farming left the sidelines of the popular conversation to dominate a very, very large state. The reoccurring words “So God made a farmer”, will be remembered a lifetime, with the Dodge logo. Ram is proud to support young men and women, they are the next generation of farmers.