The Ram Truck brand pledged to make a donation to the National FFA Organization for every view of its two-minute "Farmer" Super Bowl video on the brand's website, with the intent of generating $1 million.
• More than 18 million views as of Feb. 14 of two-minute 'Farmer' video inspired by stirring 'So God Made a Farmer' tribute delivered decades ago by legendary radio broadcaster Paul Harvey and featuring all original photography.
• Ram Truck to donate $1 million to National FFA Organization; takes less than one week to surpass viewing goals established to reach desired $1 million donation amount.
• Funds raised go to FFA programs geared toward fighting hunger in communities across the country.
• Ram Truck brand planning next phase of year-long 'The Year of the Farmer' initiative including book of photographs shining spotlight on the contributions of American farm families.
It took less than a week to reach the 10 million view milestone equating to the $1 million donation. As of Feb. 14, the "Farmer" video has been viewed more than 18 million times at www.ramtrucks.com/keepplowingand www.youtube.com/ramtrucksand millions of more times on other sites.
(See related: Super Bowl farmer ad whitewashes America?)
"The compelling images in the video of America's heartland mated with Harvey's 'So God Made a Farmer' words resonated with viewers nationwide," said Olivier Francois, Chief Marketing Officer, Chrysler Group LLC. "We set out to create a call-to-action to support farmers and to recognize their place as the foundation of the American character and are gratified with the dialog the video sparked."
"'Farmer' is about having America appreciate everything that farmers and farm families do on a daily basis and captures the hard work, determination and character of the farmer in all of us," said Fred Diaz, President and CEO – Ram Truck Brand and Chrysler de Mexico. "We are so pleased and excited that this has touched the hearts and souls of so many people in a positive way."
The video also launched the Ram Truck brand's 2013 "The Year of the Farmer" campaign aimed at bringing national attention to the significance of the American farmer. The brand enhances its long-standing partnership with the National FFA Organization (formerly known as Future Farmers of America) with this year-long, multi-tiered initiative. Together with agricultural equipment manufacturer Case IH, Farms.comand other brand partners, Ram set out to raise awareness and generate funds for FFA hunger relief efforts in local communities across America.
"Ram scored a major win for American agriculture and our producers and ranchers with its 'Farmer' Super Bowl commercial and has sharply elevated the image of agriculture in the public's mind," said National FFA Organization CEO Dr. Dwight Armstrong. "This highly successful partnership with Ram through the National FFA Foundation has generated $1 million of new support for FFA that will be utilized to drive our 'Feeding the World-Starting at Home' initiative and other programs that will benefit our nearly 560,000 FFA members in the U.S., Puerto Rico and the Virgin Islands."
The "Farmer" video was inspired by the stirring "So God Made a Farmer" tribute delivered by legendary radio broadcaster Paul Harvey and used as a national anthem in grassroots videos created by farm families. To honor American farmers, the Ram Truck brand set out to create even greater awareness, support and appreciation for farming families, communities and providers. The brand commissioned 10 noted photographers to document American farm life, yielding a beautiful and comprehensive catalog of farming images. Many of these artful and compelling still images provide the visual mosaic for the video; Harvey's passionate oration provides the narration.
The photographers shot images throughout the United States over the course of 25 days with 35 still photographs used in the video. Many more of the commissioned images will appear in a book the Ram Truck brand plans to publish later this year, creating a beautiful and comprehensive collection of original agriculture, farming and family farm photography. The book will provide a broad view of the agricultural community and lifestyle. Ram will contribute a portion of book proceeds to agriculture and hunger related efforts across the country.
Additional details and timing for the book are still being finalized.