So God Made a Farmer

Images in the Chrysler commercial offer slices of American farm life.

Images in the Chrysler commercial offer slices of American farm life.

 

 

WASHINGTON, D.C. — An action-packed Super Bowl game is truly a video type of event. But last night, Chrysler Group LLC chose to use a beautiful series of still photographs in a lengthy, two-minute commercial that will probably be more memorable than any key play or touchdown by either team.

Titled, “So God Made a Farmer,” the commercial drew on the work of 10 photographers whose stunning still images were narrated with a passionate 1978 speech by the late commentator Paul Harvey. His speech was recorded at a National Future Farmers of America Convention.

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Chrysler’s Ram Truck brand commissioned 10 photographers, including National Geographic icon William Albert Allard and documentary photographer Kurt Markus to document American farm life. The images provide visually strong slices of farming life that remind us of our shared identity and character with farmers, the values of perserverance and determination and hard work.

The presentation obviously stands out because the still images are part of a video and were first aired during a football game known for action on the field and lively commercials in between plays. But the compelling still images in the Chrysler commercial are more notable for providing dramatic, story telling photos that drive home the truly American values one can find among farmers.  It’s a feel-good piece that makes a connection between being American, a farmer and driving the company’s trucks.

“For the past two years, we have used the largest television viewing audience to highlight the pride, the resilience and the determination that form an integral part of the American character,” said Sergio Marchionne, chairman and CEO of Chrysler.

Simply stated, Chrysler’s advertising agencies did a masterful job of using strong photography to tell a story and one that weaves RAM truck ownership into the fabric of America.

The Chrysler brand commissioned 10 photographers to produce images for the commercial.

The Chrysler brand commissioned 10 photographers to produce images for the commercial.

The images offer slices of American farm life with powerful portraits and scenes from the heartland.

The images include powerful portraits and farm scenes from the heartland.

 

 

 

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