The Dodge Truck SuperBowl ad “God Made a Farmer” was a game-changer on a lot of levels. I read one commentary that said it’s not only a rare fist-pump for the American farmer, it’s something almost everyone in agriculture can support as it allows farmers and ranchers — normally a humble, “don’t blow your own horn” kinda bunch, to take a little pride in what they do.
The Dodge Ram Truck SuperBowl ad is the latest, and arguably most successful and widely seen effort in the fast-growing “agvocacy” movement, which encourages farmers and ranchers to engage with the non-farming public on a dialog about agriculture, the rural lifestyle how our food is produced.
The recent fun parody video work of the farming Peterson Brothers from Kansas is a prime example of the effectiveness of farmers telling their own story in creative ways. My kids now prefer the lyrics “I’m farming, and I grow it!” sung to the tune of “I’m sexy and I know it.” If you haven’t yet seen that video (so, what planet are you on?!) here it is:
But this new ad from Dodge brings corporate advertising to the agvocacy game in a big way. This in itself is not new, but the combination of a SuperBowl ad buy, plus the live and ongoing ripples through social media give this a new momentum. The fact that Dodge is teaming with the National FFA Foundation to raise funds for that organization is a great touch, and is leveraging the momentum of the ad to do real and sustaining good.
So we’re jumping on the bandwagon. Because it’s a great wagon to be on. Check out the YouTube video and help raise funds for FFA: