The Ram Truck brand promised to make a large donation to the National FFA Organization for every view of its two-minute "Farmer" Super Bowl commercial on the company's website, and after surpassing 10 million views, the company has announced they'll be donating $1 million according to a press release.
It took under a week for the company to achieve their goal of 10 million views, and as of Feb. 13 the video has been viewed over 18 million times on their site, and 12 million times on their YouTube page.
"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, Chrysler Group LLC. "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."
The "Farmer" commercial is about America appreciating the hard work and sacrifices that farmers and farm families go through on a daily basis and "captures" the determination and character of the "farmer in all of us" according to Ram.
Click here to read more about the Ram Super Bowl commercial.
The view also officially began what Ram is calling "The Year of the Farmer" campaign, aimed to bring national attention to the "significance" of farmers in the U.S.
"Farmer" was inspired by the "So God Made a Farmer" tribute by the late radio broadcaster Paul Harvey and the company commissioned 10 photographers to document American farm life. The photographers shot images throughout the country over the course of 25 days according to Ram.
The photos used in the commercial and those excluded will appear in a book that Ram will be publishing later this year. The company is hoping to provide a "broad view" of the agricultural community and lifestyle through the photographs.
A portion of the proceeds will go towards hunger and agriculture related efforts according to the press release.
"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."
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