Chrysler’s tribute to farmers and other Super Bowl scorers

Chrysler’s photography-led commercial for this year’s Super Bowl match stood out in an evening that was deemed somewhat lacking in terms of innovative advertising content.

Chrysler’s photography-led commercial for this year’s Super Bowl match stood out in an evening that was deemed somewhat lacking in terms of innovative advertising content.

The ad for the brand’s Dodge Ram trucks was produced by Dallas-based agency The Richards Group, which commissioned photographers (including William Albert Allard and documentary photographer Kurt Markus), to document American farm life. The evocative imagery is edited to a speech made by late American radio broadcaster Paul Harvey in 1978, ‘So God Made a Farmer’.

Some have questioned the religious sentiment expressed by the ad, while another critic pointed out that the commercial was essentially a new version – if of superior quality – of a clip by agricultural news site, uploaded to YouTube in 2011.

But it seems that Chrysler developed the idea with the permission of Ryan Nagode, design chief at the brand, tweeted that Farms Media partnered with Ram, and the commercial was “not a rip, it’s keeping the idea alive”.

Ram Trucks has crowned 2013 the Year of the Farmer and will make a donation to Future Farmers of America every time the video is viewed or shared via social media. The Ram commercial was preceded by another patriotic ad from the manufacturer for its Jeep brand, which praises US military families in a narration by Oprah Winfrey. It marks the lates in a string of lauded Chrysler commercials broadcast during the event, following last year’s Halftime ad with Clint Eastwood and 2011’s ‘Imported from Detroit’ starring Eminem.

Other ads that stood out yesterday included Samsung’s celebrity face-off between funnymen Paul Rudd and Seth Rogen.

Coca-Cola, meanwhile, subverted the image of CCTV footage to spread its particular brand of cheer in this ad created by Wieden + Kennedy…

… and Budweiser moved grown men to tears (if the YouTube comments are anything to go by) with its story of a special bond between a Clydesdale horse (famously used by the brewery Anheuser-Busch in Budweiser promotions) and its trainer.


CR in Print
The February issue of CR magazine features a major interview with graphic designer Ken Garland. Plus, we delve into the Heineken advertising archive, profile digital art and generative design studio Field, talk to APFEL and Linder about their collaboration on a major exhibition in Paris for the punk artist, and debate the merits of stock images versus commissioned photography. Plus, a major new book on women in graphic design, the University of California logo row and what it means for design, Paul Belford on a classic Chivas Regal ad and Jeremy Leslie on the latest trends in app design for magazines and more. Buy your copy here.

Please note, CR now has a limited presence on the newsstand at WH Smith high street stores (although it can still be found in WH Smith travel branches at train stations and airports). If you cannot find a copy of CR in your town, your WH Smith store or a local independent newsagent can order it for you. You can search for your nearest stockist here. Alternatively, call us on 020 7970 4878, or buy a copy direct from us. Based outside the UK? Simply call +44(0)207 970 4878 to find your nearest stockist. Better yet, subscribe to CR for a year here and save yourself almost 30% on the printed magazine.

CR for the iPad
Read in-depth features and analysis plus exclusive iPad-only content in the Creative Review iPad App. Longer, more in-depth features than we run on the blog, portfolios of great, full-screen images and hi-res video. If the blog is about news, comment and debate, the iPad is about inspiration, viewing and reading. As well as providing exclusive, iPad-only content, the app will also update with new content throughout each month.



More from CR

HNY from NB

For its latest series of New Year mailers NB Studio asked four contributing artists to create something on the theme of planetary exploration

Clarks Plus* branding by Apropos

Design studio Apropos has created a logo and graphic system for Clarks Plus* which will be used to highlight new technology developed by footwear manufacturer Clarks to increase comfort around the ‘ball of the foot’..

Menswear Dog

With the internet awash in a sea of wannabe fashion bloggers, we’ve found the only fashion blog you need to be reading: Menswear Dog…

Graphic Designer

Fushi Wellbeing

Creative Designer

Monddi Design Agency