Ram's award-winning "Farmer" spot made a big impact when it debuted in February during the broadcast of Super Bowl XLVII. Unlike many other automakers' Super Bowl spots, which were previewed or released days or weeks before the game, Chrysler kept its spots tightly guarded until the day of the game. The Ram brand pledged $1 million in support of the FFA Organization (formerly Future Farmers of America) if the video reached 10 million views on YouTube. The video reached that milestone in less than a week.
Ram brand CEO Reid Bigland presented a $1 million check to FFA in late October at the National FFA Convention in Louisville, Kentucky. Country music artist Easton Corbin, a former FFA member himself, also performed at the event, and is visiting 12 cities across the country in support of FFA's anti-hunger initiatives.
Ram also presented the first copy of "The Farmer in All of Us," a coffee table book to be published by National Geographic, a photographic representation of the American farmer, and a compilation of the photos taken by 10 photographers commissioned by the Ram Truck brand as part of the making of the commercial. Proceeds from the sale of the book will go toward the FFA's "Give the Gift of Blue" program, providing the FFA's signature blue corduroy jackets to members that could not otherwise afford one.