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“Farmer” ad reaches 10 million views

by Bill Cawthon on

Ram-Farmer-Web

When Ram aired its two-minute “Farmer” commercial during Super Bowl XLVII, the Chrysler division pledged to make a donation to the National FFA Organization for each view of the ad, which was posted on YouTube.

Chrysler today reported the milestone of ten million views  was reached in less than a week, triggering a millon-dollar gift to the FFA. As of today, total views exceed 18 million.

“The compelling images in the video of America’s heartland mated with Harvey’s ‘So God Made a Farmer’ words resonated with viewers nationwide,” said Olivier Francois, Chief Marketing Officer. “We 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.”

“’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 Ram CEO Fred Diaz. “We are so pleased and excited that this has touched the hearts and souls of so many people in a positive way.”

The video also launched Ram’s 2013 “The Year of the Farmer” campaign highlighting the American farmer and celebrating Ram’s partnership with the National FFA Organization (formerly known as Future Farmers of America). Together with Fiat Industrial agricultural equipment manufacturer Case IH, Farms.com and other partners, Ram set out to raise awareness and generate funds for FFA hunger relief efforts in local communities across America.

“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.”

Ram Truck brand has commissioned a  book of the photographs produced for the spot, most of which have not been shown. Ram will contribute a portion of book proceeds to agriculture and hunger related efforts across the country. Additional details and timing for the book are still being finalized.

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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