Super Bowl ads cover the spectrum of entertainment when it comes to seeking the attention of more than 100 million viewers, but sometimes, it's the simple, poignant, and beautifully arranged that make the greatest impression.
Continuing the anthem model that brought them success in 2011 (Eminem's "Imported From Detroit") and 2012 (Clint Eastwood's "Halftime"), Chrysler scored big with two ads dedicated to farmers and the American military.
With the latter, Oprah Winfrey narrated a spot that served as a letter from the Jeep brand and the American people to service members.
“When you are home ... we are more than a family … we are a nation,” Winfrey says over tear-inducing videos of military members embraced by family and friends as they arrive home. “We are a nation that is home again.”
For the spotlight on the American farmer and the Dodge truck brand, Chrysler commissioned 10 accomplished photographers to capture men and women at work on U.S. farms. They then took a moving speech, "So God Made a Farmer," given by the late legendary radio broadcaster Paul Harvey to the National Future Farmers of America Convention in 1978 and overlayed it on top of the photo montage. The results were nothing short of spectacular.
"It had to be somebody who'd plow deep and straight ... and not cut corners," Harvey says in the speech. "Somebody to seed and weed, feed and breed ... and rake and disc and plow and plant and tie the fleece and strain the milk. Somebody to replenish the self feeder and then finish a hard days work with a five-mile drive to church. Somebody who'd bale a family together with the soft strong bonds of sharing, who'd laugh and then sigh ... and then respond with smiling eyes when his son says he wants to spend his life 'doing what dad doe.' So, God made a farmer!"
Reaction to both ads was overwhelmingly positive. Actor Gary Sinise tweeted “Paul Harvey was one of a kind. Brilliant use of “So God made a farmer”. Great tribute to the American farmer. Wonderful ad."
"Hands down, the winner was Chrysler because of American pride," Jim Joseph, president of North America division for Cohn & Wolfe, told Reuters. "Unlike other carmakers, they didn't talk about their features. Instead they showed what they're doing in partnership with USO to bring home troops to their families."
Have a look at both ads below.