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Wow. This SuperBowl commercial is a testament to the power of religious language, Paul Harvey, and the dream of America presented through rural imagery:

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 field, 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.

God said, "I need somebody willing to sit up all night with a newborn colt and watch it die, then dry his eyes and say,'Maybe next year,' I need somebody who can shape an ax handle from an ash tree, shoe a horse with hunk of car tire, who can make a harness out hay wire, feed sacks and shoe scraps. Who, during planting time and harvest season will finish his 40-hour week by Tuesday noon and then, paining from tractor back, put in another 72 hours." So God made the farmer.

God said, "I need somebody strong enough to clear trees and heave bales, yet gentle enough to yean lambs and wean pigs and tend the pink-comb pullets, who will stop his mower for an hour to splint the leg of a meadowlark."

It had to be somebody who'd plow deep and straight and not cut corners. Somebody to seed, weed, feed, breed, and brake, and disk, and plow, and plant, and tie the fleece and strain the milk, . Somebody who'd bale a family together with the soft, strong bonds of sharing, who would laugh, and then sigh and then reply with smiling eyes when his son says that he wants to spend his life doing what Dad does. "So God made a farmer."

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38 Comments

I am reminded of this from Chief Rabbi Lord Sacks

True virtue never needs to advertise itself. That is why today’s aggressive marketing of personality is so sad. It speaks of loneliness, the profound, endemic loneliness of a world without relationships of fidelity and trust. It testifies ultimately to a loss of faith – a loss of that knowledge, so precious to previous generations, that beyond the visible surfaces of this world is a Presence who knows us, loves us, and takes notice of our deeds. What else, secure in that knowledge, could we need?

"There are two spiritual dangers in not owning a farm. One is the danger of supposing that breakfast comes from the grocery, and the other that heat comes from the furnace.” ― Aldo Leopold, father of the land ethic in A Sand County Almanac

some notable parts were left out of the super bowl ad... especially about : delivering his own grandchild...waiting for visiting ladies to eat his lunch...racing to help a neighbor and driving 5 miles to church after a hard weeks work

this poem describes why less than 1% of people are farmers; the majority of us have abandoned god and we have lost his grace. Thus is the nature of man; to grow and prosper, to be in his grace, and then to be fickle, forsaken, and decline.

Too bad it's not a ford ad, I could have gotten behind it.

Thank you for sharing this, by far the best, I'm in tys

AMEND ! This Was AWESOME

Great! Thanks for sharing, I only heard part of it last night.

Wow. What a dishonest commercial! The agribusiness industry engages in horrific acts of regular cruelty that, if committed against dogs and cats, would result in people burning down factory farms and waging holy war. Even smaller "humane" farms eventually slit the throats of their animals and let them bleed out, their bodies writhing in shock as they die. There is no biological need for humans to consume any animal products, and this commercial was a giant misrepresentation of a business based on cruelty to animals. Don't be fooled. This was not a sweet commercial.

You are the epitome of what is wrong with this country! You are an ignorant person and very, very uninformed! Do some real research and get your hands dirty with some hands on experience before you throw around words that are not true. Nothing worse than vegans, vegeterians, peta, and humanics running their mouths and trying to cause problems for hard working people!

Did you grow up on a farm? Did you marry a farmer? Have you even visited a farm? You have no Idea what the family run farm is like. This commercial is honest and true to all of us from the farm. By the way, where did the fruits and vegetables you eat come from? What about the clothes on your back and the shoes on your feet?

You must be a cat-they are born with there eyes closed too

If I believed in God, I would be offended that a corporation was manipulating my religious beliefs to sell me a product. It's also noteworthy that the truck corporation has stereotyped its likely buyers as being truck-loving and god-fearing.

The very words of your reply shows that you don't believe in God or anything in nature.. Its a shame that we have to waste food and fiber on someone such as you

Trent, wow, where is your compassion for Laurie? I don't sense sarcasm, so I believe you are trying to be honest to say that simply because Laurie does not share your faith you would not cross the street and help her if she were ill -- you might want to read about the good Sameritan -- Jesus said to be more like a caring non-believer than a proud, non-caring believer.

When are we going to get over the notion that a "god" made anything? We are the product of millions of years of evolution. We stand today because of our ancestors who bore the burdens and got close to the land. We are already a natural part of what evolution has made. The universe has a message for sustaining and caring for this place called Earth. Are we listening? Put your heart and hands into that endeavor.

I must say that it felt like a corruption of a powerful positive sermon.

Being the grandson of farmers, I loved the commercial; the same made me disgusted by the shill for Dodge trucks. Perhaps had Dodge, GMC, and Ford combined together in a show of unity it would have been a fitting tribute. Throw in International Harvester, Case, etc. as well.

Wondering what that God and that farmer think the daughter is good for?

When I saw this I had hoped that the advertisement was going to be in support of family owned farms or perhaps a spark to get more people to go into farming. Then I saw it was for a Dodge Ram . . .

Great observation. Farmers have been driven to bankruptcy by the big food corporations and their abusive methods of producing lower quality food at exorbitant prices. They use illegal immigrants and support right wing nut jobs for congress to influence laws and programs in their favors. I long for more local family owned farms feeding more people, farmers produce crops with pride and aim to deliver greatness and not just make a giant profit.

I did not watch the Super Bowl, so I missed this commercial. Thanks for posting. Here's what I said about it as I shared on Facebook: "Brilliant. Nostalgia for Paul Harvey, American land and Christian mythology connected to the deepest wells of human memory. Almost made me want to buy a truck." Just kidding about the truck, but I grew up on a farm listening to Paul Harvey on the radio, and this commercial almost made me weep. I am revising the manuscript of my childhood memoir, so I guess I am really taken back in time by a commercial like this one. Thanks, Trent, for bringing it to my attention.

What a tribute to God and the first farmers Adam, Abel . . .

Fantastic. Where would we all be without the farmers?!

Thanks for making this available. FYI--P Harvey says "persimmon" instead of "ash" regarding the axe handle.

It was a little slick, a little more visual reality would have been nice. But I am not sure advertising can do "real".

It is obviously nostalgic. I long for days when more people understood the necessity for the connection to the land too, but playing something like this won’t bring that back. The “green revolution” has helped us feed more people, but it also pushed the problem of hunger further from eyes. It turned food into a commodity, another thing to make someone rich, and did extensive damage to the types of farmers that Harvey talks about. And not just American farmers, Ethiopian and Haitian farmers too. I wish this was how farming really worked, but it’s not.

I enjoyed the video appreciation of family farmers, since there are so few left in this country. But the overt and specific God language (as some previous comments suggest) narrows the reach to a smaller audience. That the ad turns out to be for a gas-guzzling pickup is a bigger problem. Real farmers are still dealing with a really serious drought in much of this country, probably made worse by the extra carbon in the atmosphere, thanks in no small part to Americans' consumption habits. I'd love to know the percentage of Dodge Rams sold to actual farmers (or carpenters or others who actually need them) -- I bet it's pretty small.
I didn't see the ad the first time around, but watched it in order to appreciate this take-off sent by a friend:
http://www.marketwatch.com/story/so-god-made-a-banker-2013-02-06?fb_action_ids=10200670123821972&fb_action_types=og.likes&fb_source=hovercard

I grew up on a farm and farmed before entering the ministry. Mty father did just what Paul Harvy talked about - milked cows, worked the fields, milked cows again, and then went to a school board meeting (for 5 yrs), or a church meeting (6 yrs), or a Farm Bureau meeting (5 yrs). Some say that way of life is gone. Some of it is, but I still have 2 brothers in law on the farm - family farms. The farms are bigger, the equipment mammoth, but the basic task is the same, and for parts of the year is it long hours, even if some of it is in an air-conditioned or heated tractor cab. Livestock care still involves dirty hands with a gentle touch.
What is more, compare this commercial to some of the others - sexual inuendo, nasty gags, stupid tricks, even gross moments, and which would I rather see - "God made a famer" hands down. It's decent, even if nastalgic. It's wholesome, clean, and filled with values.
What is more, in my opinion the only difference between the Super Bowl half-time show and a "gentlemen's club" is a brass pole. I'm probably old school, but I'm glad I didn't have any young children around to watch that half-time display. The stoppage of play because of the issue with the lights was by far a better half-time break.

This ad is about the power of advertising, not about the power of religious language. It's a fantasy. It's not representative of the diverse reality of famers and farms. It's about the Marlboro man and Western ranches. It's about cattle farming and grain farming. It's not about the future of agriculture, that is horticulture -- fruit and vegetable production. Most profoundly, the ad ignores the Hispanic labor that feeds this country. And even among principal operators, there is more diversity than the ad portrays. See the USDA website for data and statistics, including the fact that 30% of all farm operators are women. I'm the wife of a former farmer and I did some research online. See: http://www.agcensus.usda.gov/Publications/2007/Online_Highlights/Fact_Sheets/Demographics/women.pdf

i was totally in awe when i saw this commercial during the super bowl,it seems like we are turning the corner and finally going in the right direction

My dad was raised on a farm.

A false image. Does this "image" also apply to the peasant farmers in the rest of the world?

You've got to be kidding! This was written in by some despise-able, cynical, 23-year old copywriter, with a fresh degree in "marketing" at a high-priced advertising agency in response to a design brief—for Chrysler Corporation, for God's sake! And as far as Paul Harvey is concerned, you're certainly not remembering the same Paul Harvey that I remember, the rabid republican. Wake up! You all will fall for anything. So desperate to feel good, that you flush critical thinking down the toilet. What a testament to American intellect.

Having grown up with the story described here - daughter of a Christian farmer - this resonated because it was familiar. Then I took a deep breath and recognized that it was very effective advertising - it told a compelling, emotional story that resonated with its target audience - affluent farmers who buy big trucks. It did not, and did not intend to, resonate with the rest of the population. It played on the Christian theme for a lot of 'buzz.' Beautiful words and beautiful imagery, but left us feeling empty because it wasn't an authentic pitch for something meaningul.

"LIGHTEN UP"
With all due respect “LIGHTEN UP”. Everything comes down to perception, and obviously Madison Avenue knows this. Very clever to use the endorsement of both God and Paul Harvey, neither of which are here to refuse their permission.
I am choosing to look at this from an Existentialist point of view and seeing some very impressive creativity. What I mean by this is all creativity proves the existence of a creator. This two minute ad was created by some very creative individuals who work in, and represent a very creative industry. The fact that it exists is proof that the creators of it exist, even though we may not have any personal knowledge of them. So it is with God (and Paul Harvey for that matter). This world, and all that flows from it, serve as proof that a “Creator” conceived it and made it a reality. Think about it.
I somehow believe that we would all be more impressed by this creative effort if we were not tainted by the perception that the truck used in it was something more than another farm implement and being offered to us among all the other hype of an overblown sporting event.
The Zen Carpenter
Mount Clemens, Michigan

Paul Harvey is not the homespun character that this ad projected. He held right-wing opinions in the same vein as Rush Limbaugh.. His radio show was an act -- a really good radio drama. It is a shame that people are conned by his voice and his manufactured image of "telling it like it is." I'm a little shocked that I would find this posted on On.

Reminder: In my opinion its good to be aware of the negative aspects, but much more important to focus on the positive.... While not perfect (images of mono culture agrofarms, factory farms, a gas guzzling truck etc.) this advertisement was 1000x times better then anything else you'll see on tv.. The main message is about hard work, working with the earth, your hands, being creative and determined, hard as a rock, yet gentile as a lamb, morally firm! A message so badly need in this time when most seem to be straying so far from... Bless!
Todd Randall - Part time farmer, 16 year Vegan!!!

My son is following in my footsteps even though I tell him there is no money in farming he quotes me in " it's a labor of love" so who could be more proud to have my son continue farming . So God Made A Farmer.