The Ram Truck brand pledged to make a donation to the National FFA Organization for every view of its two-minute āFarmerā Super Bowl video on the brandās website, with the intent of generating $1 million.
It took less than a week to reach the 10 million view milestone equating to the $1 million donation. As of Feb. 14, the āFarmerā video has been viewed more than 18 million times at www.ramtrucks.com/keepplowing a
nd www.youtube.com/ramtrucks and millions of more times on other sites.
āThe compelling images in the video of Americaās heartland mated with Harveyās ##Q##So God Made a Farmerā words resonated with viewers nationwide,ā said Olivier Francois, Chief Marketing Officer, Chrysler Group LLC. āWe 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.ā
āāFarmerā is about having America appreciate everything that far
mers and farm families do on a daily basis and captures the hard work, determination and character of the farmer in all of us,ā said Fred Diaz, President and CEO ā Ram Truck Brand and Chrysler de Mexico. āWe are so pleased and excited that this has touched the hearts and souls of so many people in a positive way.ā
The video also launched the Ram Truck brandās 2013 āThe Year of the Farmerā 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.com and other brand partners, Ram set out to raise awareness and generate funds for FFA hunger relief efforts in local communities across America.
āRam scored a major win for American agriculture and our producers and ranchers with its āFarmer##Q## Super Bowl commercial and has sharply elevated the image of agriculture in the publicās mind,ā said National FFA Organization CEO Dr. Dwight Armstrong. āThis 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 āFeeding the World-Starting at Homeā initiative and other programs that will benefit our nearly 560,000 FFA members in the U.S., Puerto Rico and the Virgin Islands.ā
The āFarmer” video was inspired by the stirring āSo God Made a Farmerā 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; Harveyās 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.
Source: Dodge (Chrysler Group)
