Paul Harvey, popular conservative radio broadcaster and the narrator of the Dodge "Farmer" commercial, delivered his speech "So God Made a Farmer" in the late 70's on his radio channel. However, the speech resurfaced during a Super Bowl commercial advertising Dodge trucks. The commercial itself was full of heavy Christian references and dramatic statements reflecting the hardships farmers across the nation face everyday. Dodge successfully managed to put together a commercial that both advertises their product and is also is able to tell a story through the narrative and intense imagery filled with the somber but passionate facial expressions of the men and women who proudly call themselves farmers, and the breathtakingly beautiful scenes of everyday America. Dodge's message is pretty clear: if our trucks can keep up with farmers and their demanding lifestyles then Dodge trucks would be the ideal vehicle for the average people who themselves want to delve in a world that only a lucky few understand:  farming.  

The All-American Man's Truck has always been Ford or Chevrolet, especially on farms. On my family's farm, there was always a Ford in the driveway or out in the fields. Farmers have relied on Ford products for many years, and continue to do so today. Dodge has to be able to compete with the Ford tradition and every other company to win over more potential buyers. So Dodge had to put together a piece that would appeal to people who work with their hands, and especially those who work on or around a farming environment. Real hardworking men and women need real hardworking trucks and Dodge offers their merchandise to supply the need. Since Dodges need to perform the best they can possibly perform to compete with other companies, they have to advertise not only the heavy duty built quality, but also the luxury side of the car. For example, in Harvey's describes farmers as "tough enough to clear trees and heave bales [of hay]," but also "gentle enough to yean lambs and wean pigs." Dodge uses this narrative to describe their trucks as heavy duty and able to perform well at any task, but also smooth riding and comfortable to the passengers Not just any old truck will do, especially one that is rough riding to its passengers, only the best and most comfortable automobile for the hardest working people in the industry. The viewers will not see Dodge trucks racing around tight bends or speeding down an abandoned road, instead, the commercial maker situated the trucks throughout the commercial as to show a farmer throwing hay from the bed or parked in front of an old barn in the mud. The trucks aren't shiny or clean because a farm truck isn't shiny or clean; they are muddy and tough and can handle the rough and tumble lifestyle that any farmer will put the truck through. Can Ford or Chevrolet compete with that? Obviously, Dodge does not believe so.

Religion, and specifically Christianity, play a huge part throughout the commercial. For example, Harvey states "On the eighth day, God looked down on his planned paradise and said 'I need a caretaker' ... So God created a farmer." Farmers are relied on by millions of people everyday, and they themselves rely on God during harvest season for plentiful crops. However, the farmers also turn to God after a failed harvest and ask to see a better future ahead. Farmers need reliable and sturdy vehicles to haul feed and seed and to pull their neighbors from a bog, and Dodge trucks can be viewed as reliable. Dodge doesn't focus the point of the commercial on how fast the trucks can go or how much horsepower the engines have, instead Dodge keeps its main focus on the reliability of the vehicle because farmers don't necessarily need a fast truck, but they do need a strong enough truck to haul trailers and what not, and with that being said, farmers need a reliable engine to perform this duty. Harvey describes the farmer as someone "who plowed deep and straight and not cut corners." Dodge is trying to boldly proclaim that their manufacturers take the time to ensure that everything is perfect on the truck, so it is not to leave the farmer hanging. Dodge producers and sellers are showcasing the reliability they provide to their customers, farmers and all.  

Realistically posed still shots were used and actors were not assigned to play the roles of farmers and farmhands; the viewers are presented with real life men and women who work long hours, day in and day out, and never once complain. They just wake up at the crack of dawn, work all day, and go to bed long after everyone else is tucked in for the night. The wear and tear of the job is shown on the wrinkled and wearied faces, the callused and dirty hands, and the pride a farmer broadcasts out to the world. That is just the life of the farmer. There is joy and satisfaction yes, but there is also hardship, pain, and at times there is loss. The everyday appearance of the people in the advertisement are able to relate to everyday people trying to purchase a reliable and durable vehicle. The realistic value of the commercial is more respected than flashy, cheesy commercials. It's the powerful and motivational commercials that stick in a viewer's mind. Dodge realized this, and developed an idea for an advertisement that has definitely been engraved in my mind. For example, commercials use annoying jingles to get stuck in the viewer's head, but they did their job because the viewer remembers the product because of the jingle. A lot of car commercials appear to blur together because all the commercials just depict a truck or car driving fast down a lonely road or cutting tight corners, but I couldn't tell you who made the car or what the car dealers were selling. However, any time I hear Paul Harvey's speech "So God Made a Farmer," I will now instantly relate to the Dodge commercial and think of all the ways Dodge was trying to sell their automobiles. 

Harvey's narrative describes what a farmer encounters daily, and that's not even the half of it. Some commercials that advertise cars, especially sports or luxury cars make the viewer feel inferior, or like they could never be on the same social level as the actor driving fast in something worth tens of thousands of dollars. The Dodge commercial, with its everyday folk and simplistic structure makes viewers feel good and on equal grounds. They too can own a Dodge truck and be able to enjoy the vehicle with its trustworthiness and reliability.

Being the granddaughter and the great-granddaughter of farmers, this commercial obviously stood out to me. Both the narrative and the photos fully represent similar stories to what I heard growing up. From an early age, I knew about all the aspects that made up my grandfather's farm and I learned early on some of the tricks of the trade. For example, my grandfather once lifted his head to the sky and inhaled deeply and asked me "do you smell that? That's the smell of the moisture in the air" and to this day, the scent is both familiar and comforting. Farming runs in my blood, and I am extremely proud of all the farmers who still work in the industry now. It's a difficult job but someone has to do it, and I'm glad to know some people who provide my family and hundreds of others with food for our tables. 

As previously stated, Dodges were not the automobile of choice on our family farm, but after viewing the commercial, I definitely respect Dodge's company for creating a truly beautiful piece of art, especially the aerial shots on the farms themselves. Those pictures in particular remind me of home, minus the ones with snow if them, because snow isn't common in the South. Whoever discovered these numerous shots throughout the commercial truly captured the beauty I am fortunate enough to witness everyday. Maybe in the future, there will be Dodge trucks sitting up on our farm rather than Ford, and that will be partially due to this commercial. Another thing worth pointing out, is that Dodge didn't broadcast a single price or deal that comes with purchasing their automobile. In other commercials, the car company of choice lays out the price of each car or truck that runs throughout the commercial and also any deals or discounts that occur when the buyer purchases it right then and there. Instead, Dodge lets the stunning scenery and reflective monologue sway buyers into possibly purchasing a Dodge. I do believe if that Dodge included the pricing, the value and beauty of the commercial would drop increasingly. Dodge probably realized this too, which is why their commercial neglects to mention prices of the trucks being sold. 

There are no thrills or frills in the commercial, just simple yet inspirational photos depicting everyday America. No catchy upbeat tunes or dancing rodents to grab the attention of everyone watching, just ordinary people performing their extraordinary jobs. At the very end of the commercial "to the farmer in us all" is broadcasted across the screen, and Dodge is trying to allow the ordinary people to experience what the farmers experience; ordinary folks can now lug around hay bales and feed cows from the bed of the truck. Dodge's commercial has a way of letting viewers become a part of an exclusive world by broadcasting the work millions of average Americans do each day. And as an added bonus, the company is trying to sell their products to people who want to bring out the "farmer in us all." 

