Marketing and Communications
National FFA Foundation
INDIANAPOLIS (Thursday, Feb. 14, 2013/National FFA Foundation) - Ram Truck's top-rated 2013 Super Bowl commercial celebrating the American farmer has substantially exceeded its goal of 10 million views on YouTube, resulting in an upcoming $1 million donation by the company to support the National FFA Organization.
The two-minute spot, featuring the voice of legendary broadcaster Paul Harvey reciting his “So God Made A Farmer” poem and 35 images that captured farm life throughout the country, was aired in the third quarter of Super Bowl XLVII on Feb. 3.
Through today, the Ram spot has been viewed more than 12,404,036 times on Ram's original YouTube post alone; other YouTube posts of the commercial have received more than 6 million views. Ram pledged to make a $1 million donation to the National FFA Organization when views exceeded 10 million, which took less than a week to accomplish.
“Ram scored a major win for American agriculture and our producers and ranchers with its 'So God Made a Farmer' Super Bowl commercial and has sharply elevated the image of agriculture in the public's mind,” said National FFA Organization CEO Dr. Dwight Armstrong. “This highly successful venture with Ram through the National FFA Foundation has generated critically needed funds that will be utilized to support efforts to fight hunger in the U.S. and abroad through our 'Feeding the World-Starting at Home' initiative.”
The Super Bowl ad was the launch of Ram's 2013 “The Year of the Farmer” campaign to create national awareness about the significance of today's American farmer. Together with agricultural equipment manufacturer Case IH, Farms.com and other companies, Ram set out to raise awareness and generate funds for FFA hunger-relief efforts in local communities across America.
“The compelling images in the video of America's heartland mated with Harvey's 'So God Made a Farmer' words resonated with viewers nationwide,” said Olivier Francois, chief marketing officer with Chrysler Group LLC. “We set out to create a call to action to support farmers and to recognize their place as the foundation of the American character and are gratified with the dialog the video sparked.”
Ram hired 10 professional photographers to capture American farm life throughout the country. Ram plans to publish the photographs in a book dedicated to the American farmer later this year and a portion of sales will help fund FFA hunger-relief programs and agricultural education in general.
The National FFA Organization continues to receive positive praise from the Ram Super Bowl commercial and encourages viewers to continue to share their personal stories about how farming and FFA have shaped their lives at FFA.org/Connect.
The National FFA Foundation is the fundraising arm of the National FFA Organization, which provides leadership, personal growth and career success training through agricultural education to 557,318 student members in grades seven through 12 who belong to one of 7,498 local FFA chapters throughout the U.S., Puerto Rico and the Virgin Islands.
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About National FFA Foundation
The National FFA Foundation builds partnerships with industry, education, government, other foundations and individuals to secure financial resources that recognize FFA member achievements, develop student leaders and support the future of agriculture education. Governed by a 19-member board of trustees comprised of educators, business leaders, individual donors and FFA alumni, the foundation is a separately-registered nonprofit organization. About 82 percent of all sponsorship dollars received by the foundation support FFA members and agricultural education opportunities. For more, visit the National FFA Foundation at http://www.FFA.org/Give.
About National FFA Organization
The National FFA Organization is a national youth organization of 557,318 student members as part of 7,498 local FFA chapters in all 50 states, Puerto Rico and the Virgin Islands. The FFA mission is to make a positive difference in the lives of students by developing their potential for premier leadership, personal growth and career success through agricultural education. The National FFA Organization operates under a federal charter granted by the 81st United States Congress and it is an integral part of public instruction in agriculture. The U.S. Department of Education provides leadership and helps set direction for FFA as a service to state and local agricultural education programs. For more, visit the National FFA Organization online at www.FFA.org, on Facebook, Twitter and the official National FFA Organization blog.