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Jeep, Ram Super Bowl ads gain applause

by Bill Cawthon on

“Not gonna lie. That Jeep commercial made me cry.”

“If you didn’t see it, you need to!”

The buzz is up on the Internet: Chrysler Group has scored again. The two two-minute ads created for Super Bowl XLVII were hits, receiving positive responses from viewers and pundits alike.

“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 Chrysler CEO Sergio Marchionne. “Both the Jeep and Ram Truck brand’s campaign videos express Chrysler Group’s commitment to America and to helping build a better future for this great country.”

Jeep-Whole-Again-Web

The Jeep commercial, entitled “Whole Again” aired first. “Whole Again,” narrated by Oprah Winfrey and featuring visuals centered around American families waiting for their loved ones in the service to return. Chrysler calls it a “heartfelt letter” from the Jeep brand and American people to the service men and women of U.S. Military.

“It was an honor to lend my voice in support of those that serve us all,” said Winfrey.

The various Jeep vehicles glimpsed in the ad carry the markings of Operation S.A.F.E. Return, a charitable fund created by Jeep brand in cooperation with the USO to help returning military personnel with the transition to civilian life. Operation S.A.F.E. Return is funded in part by the donation of $250.00 from the sale of every 2013 Jeep Wrangler, Wrangler Unlimited and Patriot Freedom Edition vehicle.

“Whole Again” was created through Jeep brand’s partnership with GlobalHue of Detroit. If you missed it, the spot can be viewed at the Jeep website, www.Jeep.com/OSR, and on YouTube site at www.youtube.com/jeep. On the Jeep website, visitors can find information about how a post on Twitter can trigger a $1.00 donation to Operation S.A.F.E. Return.

Ram-Farmer-Web

The new Ram Truck spot, “Farmer,” was based on “So God Made a Farmer,” a tribute created in 1978 by the late Paul Harvey. It was part of a speech to a Future Farmers of America (FFA) convention and it was based on the Biblical account of the creation. In Harvey’s speech a caretaker was needed for the new world, so, on the eighth day, so the farmer appeared. The ad uses a recording of the legendary radio broadcaster reading his work.

Ram commissioned 10 noted photographers including National Geographic’s William Albert Allard and documentary photographer Kurt Markus to capture images of American farm life that were edited into a compelling visual.

The Ram brand has pledged up to $1 million to the National FFA Foundation based on the number of times the video is viewed.

“Farmer” was result of collaboration between Ram and the Richards Group of Dallas, Texas.

Watch both ads and see Michael Dickens’ commentary 

Bill Cawthon grew up in the auto industry in the 1950s. His Dad worked for Chrysler and Bill spent a number of Saturdays down on the plant floor at Dodge Main in Hamtramck. Bill is also the U.S. market correspondent for just-auto.com, a British auto industry publication, and a member of the Texas Auto Writers Association, which has named the Jeep Grand Cherokee the “SUV of Texas” several times and named the Ram 1500 as the “Truck of Texas” two years running.

Bill has owned five Plymouths (including the only 1962 “Texan”), one Dodge and one Chrysler and is still trying to figure out how to justify a Wrangler. He also has owned at least one of every 1:87 scale model of a Chrysler product. You can reach him directly at (206) 888-7324 or by using the form.

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