THE big Super Bowl surprise

 Resize text         Printer-friendly version of this article Printer-friendly version of this article

There was an unexpected 35-minute delay in the game due to a power outage. There was a dramatic last-minute attempt by the San Francisco 49ers to win the game.

Then, there was a Dodge Ram commercial that paid tribute to farmers.

The late broadcasting legend Paul Harvey narrated:

“And, on the eighth day, God looked down on His planned paradise and said, ‘I need a caretaker,’ so God made a farmer.

“God said, ‘I need somebody willing to get up before dawn, milk cows, work all day in the fields, milk cows again, eat supper, then go to town and stay past midnight at a meeting of the school board,' so God made a farmer….”

Hear the entire narration in the video above.

After the ad appeared, several dairy farmers who are known as social media champions got on Facebook and thanked Dodge for the ad.

The ad appeared in the fourth quarter of the game. 

Comments (30) Leave a comment 

e-Mail (required)


characters left

New York  |  February, 04, 2013 at 05:52 AM

This is the only commercial that made our entire party of 20 silence! Well done Dodge, and well done Paul Harvey. Not sure if this is correct or not, but from what I read online last night, the narration was part of a speech the late Paul Harvey made at the 1978 National FFA Convention! Very cool!

N Y  |  February, 04, 2013 at 08:21 AM

Great commercial for Dodge !!! I was at the Ag-connect show in K C last week . The Dodge exhibit also had Case-IH tractors in it . When I ask why --- I was told that now that Fiat owns Chrysler , and Case-IH , there would be more pairings of the two . Again--- A wonderful tribute to the farmer !!!

danny h    
niangua  |  February, 04, 2013 at 08:26 AM

Aside from the game that was as good as it gets,watched it again on utube to see if it had the same effect that it did last night "It did" amazing didn"t have any supermodels in it just honest sincere truth in avertising diffenently makes me proud to be a farmer. Oh ya ! My wife wants to go look at Ram trucks this morning with me, Does it get any better than that ?Thanks Dodge Ram!

Los Banos, CA  |  February, 04, 2013 at 08:34 AM

For a world that sometimes forgets (or perhaps never knew) where their food comes from, and the sacrifices made to produce it, here's to you Dodge for so simply giving the world a powerful message about those that feed the world........

Canada  |  February, 04, 2013 at 08:37 AM

The concept of this ad is brilliant. However, it misses the mark in execution. It may come as a surprise to Chrysler, but not to the farming community, that women are farmers too. One shot of a little girl by the field is not good enough. Reference to "he" and "his" is way too grequent. Most of the photos are of men. Great opportunity missed, Chrysler.

Pylesville, MD 21132  |  February, 04, 2013 at 08:42 AM

This commercial brought our party of 30 some to complete silence too! It was so great to hear a tribute to the farmer. I looked at my husband and said "Let's go buy a new Dodge Ram!" My hats off to Dodge for a great commercial.

Oklahoma  |  February, 04, 2013 at 08:56 AM

Debra, All famres I know( including me) will be the first to say behind such a person as spoke of in the AD is a stronger, or greater woman. While the wife or mother of a farmer and his children did not get the praise in the Ad we know it is true, however just becuase they did not show a womans face they all belong in this light.

Minnesota  |  February, 04, 2013 at 09:10 AM

The heart felt Pride of hearing Paul Harveys Voice as a kid, and telling DAD I will never milk your cows if you don"t come home. 39 Years of Dairy Farming, My Wife and I couldn"t be prouder of that commercial. P.S. We sold our cows less than a year ago. We still miss them!!!! Thanks CHRYSLER!!! BEST COMMERCIAL

oh  |  February, 04, 2013 at 09:30 AM

That may be a problem with a 34 year old narative. However I counted up to five women/gals in the add. My experiance tells me that women on the farm may not always look like Beyonce'... But all in all this is the best pat on the back this industry has seen for a long time...Thanks Dodge!

Ocala,Fl  |  February, 04, 2013 at 09:53 AM

Absolutely the best commercial. The house went quiet. Thanks, Dodge!

Ocala,Fl  |  February, 04, 2013 at 09:54 AM

Absolutely the best commercial. The house went quiet. Thanks, Dodge!

Iowa  |  February, 04, 2013 at 10:02 AM

As the Ram truck commercial aired, with the narrative of Paul Harvey, the noisy SB party silenced. At the end of commercial, one person said: 'that was a stupid, non-effective commercial, as no one in New York City got anything out of it'! Another person commented: 'not too many New York City residences are potential Ram truck owners'. Then another comment was: 'if the add was so bad, and missed the mark, then how come everyone in the room stopped talking and watched the add'. Great job Dodge!

New York  |  February, 04, 2013 at 10:13 AM

The best commercial! Paul Harvey was a comforting common-sense guy. If you go back and listen to what he said years ago, it all rings true today. Take a listen to "If I were the devil". You're going to get chills. Another great commercial was the Bud Clydesdale add, truly inspiring, enjoy your day, a fellow dairy farmer.

Nelson,WI  |  February, 04, 2013 at 10:41 AM

That ad was awesome! My wife and I looked at each after the ad and said WOW! It made me proud to have worked on my farm all my life. I'm not a Dodge man but kudos to them for honoring the hardest working people on this earth. Thank You Dodge!

Elaine Steigman    
PA  |  February, 04, 2013 at 10:55 AM

Amazing that speech was done long ago. I am sure it was received much differently since it was part of a superbowl ad. Dodge does deserve credit for trying to portray the American farmer in that way. Cudos. I appreciated the fact that the people in the ad actually looked like hard working farmers and not actors; however I agree that more farm women should have also been included. Farming is a way of life and that means the whole family. Maybe next time.

February, 04, 2013 at 12:09 PM

Doesn't the lady picutered just as Mr. Harvey is speaking about the school board meeting count?

pa.  |  February, 04, 2013 at 01:24 PM

Get over yourself.

South Dakota  |  February, 04, 2013 at 04:53 PM

What an awesome ad and so true--made those of us who are farmers and ranchers proud! I would like to know what the feedback was with non-farmers. The silence mentioned by people before happened in our house. Most of the ads were so stupid and offensive and this just stood out. There is a woman featured--as mentioned, but I think we need to get over the bickering over political correctiveness and just be glad that Dodge ran the best political ad for agriculture in quite a long time!

Madera, CA  |  February, 04, 2013 at 07:01 PM

That commercial brought scilence to our party as well. It made me proud to be a rancher and proud to drive a dodge. I may even go and wash it tonight. Thanks Dodge

Western Minn.  |  February, 04, 2013 at 07:33 PM

This add sure got to me!! ... one of the BEST adds I have ever seen. As a grain / livestock farmer, conservationist and former ag /FFA instructor; I commend Dodge for their tribute to all those who make America "the land of milk and honey". It is SO refreshing to see farmers in such a positive light and commending them for their work. I can and have been in many of the situations shown as I am sure have 99% of all farmers and ranchers. Thank you Dodge!

Iowa  |  February, 04, 2013 at 09:14 PM

As a fifth generation Iowa farmer my thank you and congratulations to Dodge for their ad bringing attention to those of us who produce food. American spend less than 10% of their income for food. The least in the world. That allows Americans to get spend incomes on homes, education,vacations, and 401 K's. The strength of our food system is the strength of America. I was told that the most powerful Nuclear submarine can stay under water almost forever except for one thing -food! On 9/11 we shut down harvest for four hours and then continued knowing our part was to keep the food coming wherever our country was going -nothing changed except we mounted, as many neighbors, an America flag out on the end of grain auger! Thanks Dodge again!!

danny h    
niangua  |  February, 05, 2013 at 06:43 AM

Need to watch it again you missed a great picture of a woman,and if all you get out of this commercial is a sexes bias your missing the whole point of the ad like I said before it had no supermodels to show us how great you'all look And I eleive the concept of the ad was to say "Thank You"

Hartville MO  |  February, 05, 2013 at 08:48 AM

couldn't have said it better myself....

February, 05, 2013 at 05:24 PM

Did you know 85 percent of dodge trucks made since 1960 are still on the road today== the other 15 percent made it home.

Maryland  |  February, 06, 2013 at 09:11 AM

This commercial wasn't just about the farmers of America, it was about the grassroots, the heart and soul of this great land! Thank you Dodge, and may God continue to Bless our farmers and this country. This ranks as the best Super Bowl commercial in our books!

February, 06, 2013 at 02:12 PM

Amen to that!

MA  |  February, 07, 2013 at 05:27 AM

Deb, don't be the fly in the Sundae....remember this is from 1978....before the "politically correct" diversity movement...

Ed & Emma    
MA  |  February, 07, 2013 at 05:33 AM

...."and that is the rest of the story"....

Merced ca  |  February, 10, 2013 at 06:48 AM

Wow Why is it that whenever we say anything in this country there is always somebody that well look at negative side I,m a ca dairy farmer my wive and i and some friends watched the Super Bowl go ravens. As great as that game was what i remember from the start to the end is that commercial.let,s just be proud that there is still some people out there that know what farming is still worth in this country.

Larry Abrahamson Sr.    
wisconsin  |  February, 15, 2013 at 11:48 AM

Excellent My hat is off to any company that would use God,the Farmer backbone of America and Paul Harvey in a commercial airing during the Superbowl which has the largest viewing audience than any other venue

AG10 Series Silage Defacers

Loosen silage while maintaining a smooth, compacted bunker space resulting in better feed and less waste. This unique tool pierces, ... Read More

View all Products in this segment

View All Buyers Guides

Feedback Form
Leads to Insight