In a poignant homage to American agriculture, Ram Trucks once featured the legendary voice of broadcaster Paul Harvey in a powerful Super Bowl advertisement. The commercial utilized Harvey’s archival audio from his 1978 address, “So God Made a Farmer,” delivered in a manner reminiscent of a small-town church sermon. The production was deliberately minimalist, maintaining the integrity of the original recording.
For a duration of two minutes, the visuals comprised a sequence of still images—farmers engaged in their labor, pastoral landscapes, and serene moments of faith and family. These images were not polished or staged; rather, they appeared as authentic snapshots from a family’s treasured photo album. Scenes depicting fields, barns, and sunsets illustrated the breathtaking allure of rural life, while the presence of Ram trucks seamlessly tied the narrative to the brand.
Harvey’s narration paid tribute to the commitment, resilience, and spirit of farmers, equating their labor with a divine calling. Phrases such as, “I need somebody strong enough to clear trees yet gentle enough to tend lambs,” highlighted the unique blend of strength and tenderness that farmers exemplify. Interwoven with motifs of patriotism, faith, and family, the advertisement resonated deeply on an emotional level.
This advertisement skillfully brought together three timeless symbols of American culture—farmers, Ram trucks, and Paul Harvey—into a moving tribute to diligence and heritage.
