Among the auto company commercials of the 2013 Super Bowl, one of the most impactful was undoubtedly Ram's "Farmer" spot, featuring the voice of the late broadcast legend Paul Harvey in a 1978 speech to the Future Farmers of America. The two-minute-long spot featured photographs from world-renowned photographers such as National Geographic's William Albert Allard and documentary photographer Kurt Markus among a total of 10 documentary photographers dedicated to the project. Now, Ram has released an extended version of the Farmer video on its YouTube site, featuring additional audio from Harvey's speech, and more photographs.
The original "Farmer" video was a tribute to American farmers, and a symbol of the Ram brand's support of the National FFA Organization, formerly Future Farmers of America. Ram followed up with a 300-page coffee table book published in conjunction with National Geographic compiling many of the photographs taken as part of the Super Bowl spot, entitled "The Farmer in All of Us: An American Portrait."
On the mini-site ramtrucks.com/keepplowing, Ram says the extended-length version of the video is "the least we can do to say thank you for supporting the Year of the Farmer." You can watch the extended "Farmer" video below.