In a memorable tribute to American farmers, Ram Trucks once enlisted the iconic voice of broadcaster Paul Harvey in a compelling Super Bowl commercial. The ad featured Harvey’s vintage audio from his 1978 speech, “So God Made a Farmer,” delivered with a tone evocative of a small-town church sermon. The production was intentionally sparse, preserving the authenticity of the original recording.
For two minutes, the screen displayed a series of still photographs—farmers at work, rural landscapes, and quiet moments of faith and family. These weren’t polished, staged shots but seemed like genuine glimpses from a family’s cherished photo collection. Scenes of fields, barns, and sunsets conveyed the sweeping beauty of rural life, while images of Ram trucks seamlessly connected the narrative to the brand.
Harvey’s words honored the dedication, resilience, and spirit of farmers, likening their work to divine purpose. Lines like, “I need somebody strong enough to clear trees yet gentle enough to tend lambs,” underscored the unique balance of strength and compassion farmers embody. Interwoven with themes of patriotism, faith, and family, the commercial struck a deep emotional chord.
This ad masterfully united three enduring symbols of Americana—farmers, Ram trucks, and Paul Harvey—into a stirring celebration of hard work and heritage.
Video here:
