INDIANAPOLIS (Thursday, Feb. 14, 2013/National FFA Foundation) - Ram Truck's top-rated 2013 Super Bowl commercial celebrating the American farmer has substantially exceeded its goal of 10 million views on YouTube, resulting in an upcoming $1 million donation by the company to support the National FFA Organization.
The two-minute spot, featuring the voice of legendary broadcaster Paul Harvey reciting his “So God Made A Farmer” poem and 35 images that captured farm life throughout the country, was aired in the third quarter of Super Bowl XLVII on Feb. 3.
Through today, the Ram spot has been viewed more than 12,404,036 times on Ram's original YouTube post alone; other YouTube posts of the commercial have received more than 6 million views. Ram pledged to make a $1 million donation to the National FFA Organization when views exceeded 10 million, which took less than a week to accomplish.
“Ram scored a major win for American agriculture and our producers and ranchers with its 'So God Made a 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 venture with Ram through the National FFA Foundation has generated critically needed funds that will be utilized to support efforts to fight hunger in the U.S. and abroad through our 'Feeding the World-Starting at Home' initiative.”
The Super Bowl ad was the launch of Ram's 2013 “The Year of the Farmer” campaign to create national awareness about the significance of today's American farmer. Together with agricultural equipment manufacturer Case IH, Farms.com and other companies, Ram set out to raise awareness and generate funds for FFA hunger-relief efforts in local communities across 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 with 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.”
Ram hired 10 professional photographers to capture American farm life throughout the country. Ram plans to publish the photographs in a book dedicated to the American farmer later this year and a portion of sales will help fund FFA hunger-relief programs and agricultural education in general.