So God Made a Farmer
The silent winner of the Super Bowl commercials crazy challenge is a Farmer. Nothing flashy, no multi-million special effect, just the purity and the intensity of beautiful color saturated photos. Over eight million views and counting for a montage of farmers portraits and still images picturing the hard life on the fields. It’s a full emotional immersion in the life of the farmers, powerfully narrated by the voice of Paul Harvey’s and the speech that he gave in 1978 at the National Future Farmers of America Convention.
National Geographic master William Albert Allard and Kurt Markus are among the 10 photographers that RAM commissioned for images.
The TVC generated quite a lot of buzz on Twitter, with actors like Gary Sinise and Rob Lowe tweeting out their kudos, and AdWeek picking the spot as best Super Bowl commercial of the year.
To give you the full picture, as it often happens, with a lot of compliments also came a lot of criticism, as no woman is among the 10 photographers who worked on the project, and no Mexican is featured in the images (75% of farmers in the US have Mexican origins).
Richards Group is the agency.