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USA Today says Ram and Jeep had top auto ads

by Bill Cawthon on

After tallying responses from 7,619 panelists, USA Today reports its Ad Meter  rated the Ram Truck “Farmer” spot as the best automotive commercial shown in last night’s Super Bowl, followed by Jeep’s “Whole Again” message.

ram year of the farmer

Commenting on the ads, USA Today’s Bruce Horovitz wrote, “Chrysler proved a couple of things Sunday night that every Super Bowl marketer would do well to consider: Patriotism still sells. And so do longer tales told well, even in an age of instant YouTube clips.”

The Ram ad came in third, behind Budweiser’s tale of a Clydesdale and its trainer, that included a Ford-supplied F-150, and Tide’s “Miracle Stain” tale of a Joe Montana-shaped ketchup stain. Jeep’s spot was rated fifth, sandwiched between Dorito’s “Fashionista Dad” and Kia’s “Space Babies.”

Rank Company Title/Description Secs. Qtr. Score
3 RAM Farmers 120 4 7.43
5 JEEP Whole Again 120 HT 7.2
6 Kia Space Babies 60 4 6.74
9 Hyundai Kid assembles team 30 1 6.65
10 Audi Prom 60 1 6.64
15 Volkswagen Get Happy office guy 60 2 6.19
17 Toyota RAV4 Wish Granted 60 1 6.16 (tie)
19 Mercedes-Benz CLA Deal with the devil 60 4 6.11
21 Hyundai Stuck 30 2 6.01 (tie)
32 Kia Hot Bots 30 3 5.51
34 Hyundai Epic play date 60 PK 5.42
44 Lincoln Phoenix 30 2 4.66
48 Lincoln Steer the Script (Jimmy Fallon) 30 3 4.19


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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