Reflecting back on the Super bowl, as usual there were many great talking points. The lights going out, the 49ers attempted comeback, or the half time entertainment and, as always the commercials that many find more entertaining than the game itself. This year’s collection, while not as good as past, did have some that stood out. The Budweiser Clydesdale, Go Daddy definitely got a reaction out of most, and Tide was another one that got my attention. But arguably one of the top was Chrysler and with their Dodge Ram commercial.
This was the most talked about commercials, not just for this Super Bowl, but that I can remember in a long time. Many companies try to entertain you or have some type of shock value so you will remember them. The Dodge commercial went beyond that. First by using Paul Harvey’s “So God Made a Farmer” spot, really connected with so many Americans. You don’t even have to remember or know who Paul Harvey was to be completely captivated by his words.
Then, the way they visually presented it was a masterpiece. Dodge commissioned 10 top photographers to document farmers in the heart of America just for this Ad. To say the images they captured were amazing and inspirational is an understatement. Many were HDR while a few others had a little extra post processing but none were over the top. Each photo could stand on its own, blown up and hung on a wall. The photos weren’t just beautifully composed images but artfully crafted stories about the people who are the backbone of our country. Everything I have learned about taking photos is perfectly executed in these images. The storytelling of each image is wonderful with every photo evoking its own emotional response that pulls the viewer in. The first time I saw the commercial I immediately wanted to see it again just to examine the photos. While the idea was borrowed from a video by farms.com, Dodge did a great job of taking it to the next level.
This commercial impacted us on so many levels. While many in the advertising field may not consider the Ad successful, like the Kellogg Super Bowl Advertising Review, many others looked at it as more than just a commercial. Celebrities tweeted, Facebook friends posted and Farmers commented, all with positive reactions to Dodge about their moving spot. There was no push to go buy anything, just a simple but powerful message about hard working Americans. This commercial doesn’t just give me pride as a photographer but also renewed pride as an American. The distinct words of Paul Harvey coupled with stunning images of hard working farmers created a very powerful piece that is much more than an advertisement. It is not often you see a commercial that generates so much positive attention for the right reason.