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Chrysler Super Bowl ads win praise, polls

by Bill Cawthon on


For the third consecutive year, Chrysler Group’s Super Bowl ads have struck a sweet spot with viewers, generating buzz not just for the automaker but two worthwhile causes.

“Score another one for Chrysler,” writes Adweek’s Tim Nudd, naming Ram brand’s two-minute “Farmer” spot as the top ad of Super Bowl XLVII. “This Richards Group spot, celebrating farmers, was the most evocative and visually rich of the evening, thanks to Paul Harvey’s spellbinding “God Made a Farmer” recording and the gorgeous work of 10 great photographers, including National Geographic icon William Albert Allard and renowned documentarian Kurt Markus.”

In YouTube’s annual Ad Blitz, “Farmers” was the viewers’ favorite and the Jeep brand’s “Whole Again,” narrated by Oprah Winfrey, was fourth.

USA Today reported that its Ad Meter panel voted the Ram and Jeep ads the best two among all automotive commercials and ranked them third and fifth, respectively, out of the 54 spots shown during the Super Bowl event.

With nearly 18 million views, the Ram ad reached the target for a $1 million Chrysler Group contribution to the National FFA Organization. With about 4 million views, “Home Again” has helped the USO’s “Operation Safe Return” that assists returning service personell receive a well-deserved welcome home. Jeep has donated more than a million dollars in cash and goods to the program.

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, 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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