God Made a Farmer, Ram Might’ve Been There Too

I really wanted to like Richards Group’s ‘God Made a Farmer’ ad. In a Super Bowl characterized by  humdrum creative, it was the only ad to dare to be original. Paul Harvey’s speech spoke to the steadfast American spirit. The imagery was moving and reminded us the value of a good day’s work.

But something just felt… wrong. It didn’t (overly) bother me that the ad romanticized modern day farm life. Or that it didn’t nearly represent modern ethnic diversity in farms. Nor did it irk me that it wasn’t wholly original. I get why there’s criticism surrounding those issues, but it’s not about that.

It’s the moment that  Ram appears at the end that ruins it for me. It’s in that final moment that the ad loses its magic. It’s no longer a tribute to farmers, it’s a pitch to sell trucks.

If Ram truly wanted to make a tribute to farmers, they wouldn’t have made the final moment a picture of an empty Ram truck with no farmers in it. I understand that Ram’s goal is to ultimately sell trucks. So put your Ram in the ad but don’t make it the ultimate focal point of the ad–it’s disingenuous.

Last year’s Halftime in America, now that was a tribute to the enduring American spirit. The story included Chrysler from the start, not as a side note. It didn’t force the Chrysler brand into the commercial, it was a part of the commercial. Chrysler was struggling, just as Detroit was struggling.  Chrysler was absolutely integral to the story.

You can’t be a motor city without a motor. You can be a farmer without a truck.