click image to zoom The success of Dodge Ram’s “Year of the Farmer” goes well beyond just an advertising campaign. The company recently presented Clay Sapp, National FAA president, with a $1 million donation.
"To date, 'Farmer' has been viewed online more than 22 million times, underscoring America's interest in and support for the important role farmers play in our country," said Reid Bigland, President and CEO, Ram Truck Brand, Chrysler Group LLC. "It is a pleasure to present the check to FFA and to be among thousands of dedicated FFA members who convey the spirit of what we at Ram Trucks value most of all – courage, dignity, integrity and example-setting through hard work."
Dodge Ram declared 2012 as the “Year of the Farmer” with its popular “So God Made a Farmer” commercial aired during the Super Bowl in February. Click here to see the video or watch it above.
Since then, the promotion has reached all facets of the industry and raise awareness about the dedication and passion it takes to produce the nation’s – and world’s – food.
"It is so wonderful to see our country rise up and show support for those who work hard every day to provide vital resources to the nation," said Sapp. "The response we've received from Ram's 'Year of the Farmer' has been overwhelming, reinforcing the pride we have in our work and what it means to be a farmer."
In addition to its donation, Dodge Ram also presented Sapp with the first copy of its book, “The Farmer in All of Us” that will soon be published by National Geographic
The coffee table book features a comprehensive collection of agriculture, farming and family farm photography. Proceeds will go to FFA’s “Give the Gift of Blue” program, which donates traditional FFA blue corduroy jackets to members who would not otherwise be able to own their own.
As Colleen Scherer, Managing Editor for AgProfessional magazine, noted in a commentary, the enthusiasm surrounding the “Farmer” commercial goes beyond the fact that the “ad was a fist-pump to agriculture.”
“As the world continues to struggle for producing enough food to meet the growing demand of the rising middle class globally, the ad was timed perfectly to remind everyone of the need for farmers,” Scherer wrote. “For at least one moment in time, the ad reached a global audience and reminded the world that we need farmers, and that is something all of agriculture can be proud to support.”