The Ram Trucks Super Bowl commercial, inspired by Paul Harvey’s iconic 1978 speech, “So God Made a Farmer,” is a tribute that marries the resilience of farmers with the rugged spirit of the Ram brand. The commercial drew viewers into a poignant, almost sacred celebration of rural life, blending Harvey’s sermon-like narration with raw, evocative still photography.
The visual storytelling focused on candid moments: farmers laboring in fields, enduring harsh weather, or enjoying simple, profound moments with their families. Each frame carried a sense of authenticity, reflecting the quiet strength and faith-driven determination of America’s farmers. Interspersed within these visuals were glimpses of Ram trucks, presented as integral to this life of service and toil.
Harvey’s narrative elevated the farmers’ work to a near-spiritual calling, describing individuals with the strength to move mountains yet the tenderness to nurture life. His heartfelt delivery of lines like, “I need somebody who can shape an ax handle from a persimmon sprout, shoe a horse with a hunk of car tire, who can make harness out of haywire, feed sacks, and shoe scraps, and…who, planting time and harvest season, will finish his forty-hour week by Tuesday noon, then, pain’n from tractor back, will put in another seventy-two hours,” touched millions, bridging urban and rural divides.
The ad resonated powerfully, serving as a reminder of the hard work and values that define the backbone of the nation. In aligning its trucks with these principles, Ram positioned its brand as not just a utility vehicle but as a symbol of perseverance, heritage, and integrity.
This tribute continues to be lauded as one of the most emotional and effective Super Bowl commercials, leaving a lasting impression on viewers and reinforcing the enduring connection between faith, family, and the farming way of life.