Ram has promised to make a donation for every view of its Super Bowl "Farmer" advertisement to the National FFA (formerly known as the Future Farmers of America) Organization for up to $1 million. It only took them a week to get the 10 million views, which equates to the maximum donation.
The 'Farmer' video, which starts out with a tribute to farmers made decades ago by radio broadcast Paul Harvey saying "So God Made a Farmer," already has 18 million views at Ram Truck's website and on YouTube.
Olivier Francois, chief marketing officer, Chrysler Group said that the imagery of America's heartland in the commercial combined with Harvey's 'So God Made a Farmer' resonated with viewers across the nation. He added that Chrysler is proud of the dialog the video sparked, as they had looked to show their support for farmers, who are the foundation of the American character. "
The video was the start of Ram Trucks 2013 campaign titled The Year of the Farmer, which looks to honor and bring attention to American farmers.
"'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 money Ram Truck donated to the FFA will go toward the organization's hunger relief efforts in local communities across the United States.
"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 inspiration for the campaign and "Farmer" video came from Paul Harvey's "So God Made A Farmer," a tribute he made in 1978 at a Future Farmers of America Convention.
Ram 1500 racking up awards
Even without the tantalizing video and ad campaign, Ram Truck would have no problem pitching its 1500 truck to the public. The 1500 has been named the Truck of the Year by a number of sources including Motor Trend, AOL Autos, The Detroit Free Press and Four Wheeler Magazine. Most recently, the 1500 received the title of 2013 North American Truck/Utility of the Year by the North American International Auto Show.
"For the Ram Truck Brand, this ranks as one of the proudest days in our history," said Diaz at the time of receiving the award. "Every truck-maker aspires to win the North American Truck/Utility of the Year. I tip my hat to the folks who worked behind the scenes to make the 2013 Ram 1500 a technological triumph."
Diaz added that there is not other truck on the market that offersâ€‹ Ram's combination of best-in-class fuel efficiency – 25 miles per gallon and Pentastar and HEMI engines.
The truck also features new technologies never before been seen in its segment. Those include an eight-speed automatic transmission, stop-start system, thermal management system, pulse-width modulation and active aerodynamics, which include grille shutters and active air suspension.