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Dodge Ram Ad Shows The Power Of Marketing

Dodge Ram Ad Shows The Power Of Marketing

Like 109 million other viewers on Sunday, I had the pleasure of watching the Dodge Super Bowl commercial that featured Paul Harvey’s poem, “God Made a Farmer.” [3] Facebook, Twitter, etc., have been abuzz about the ad spot because it powerfully told a message, not only about those who work in American agriculture, but the values we all hold dear.

Anyone who’s ever donned a blue jacket took a lot of pride in seeing the FFA emblem. And learning afterward that Dodge had committed to supporting the FFA [4] Foundation was icing on the cake.

Some folks were amazed that Dodge would center a campaign on the heartland of America [5]. I remember traveling to Europe during George W. Bush’s presidency and having Europeans express amazement that a president would openly admit, express, or believe in God; they instantly thought he was a boob, and they almost laughed at America’s lack of enlightenment.

BEEF Daily Blog: Dodge Ram Super Bowl Ad Gets Mixed Reviews [6]

I soon figured the “cowboy” moniker that Europe laid on George W. meant far more than the insinuation that he liked to shoot first and ask questions later; it signified that he lacked sophistication because he held views and beliefs they had long ago decided were no longer needed. I got the same sense from some of the reaction I read about the Dodge Ram commercial.

I have the privilege of living in Colorado where the University of Colorado (CU) is one of the great bastions of liberal thinking. I think CU takes great pride in battling with the campus at Berkley to see which campus can be more left-wing, anti-American and anti-capitalist. So it wasn’t a great surprise when I read the comments from a radical, left-wing CU professor which basically implied that the Dodge commercial was overtly political and celebrated conservatism. I did like her last line, however, to the effect that: “We get it Dodge; you don’t have to ram it down our throats.”

This professor is famous for being on the fringe; everything in her world is seen through the prism that the world is a battleground between her enlightenment and the rest of us. Her words are dismissed by anyone not on the fringe as soon as they are uttered. But I reread the Harvey poem a couple times to find a conservative or liberal message, and couldn’t find it.

Overall, I’d have to say that I feel really good about the response to the commercial. Despite the polarizing way that the fringes see this world, the majority of America saw the commercial as it was – a celebration of American farmers [7] and the ideals they embody. These are ideals that the vast majority of Americans still identify with and aspire to. I have to admit, the next time I buy a pickup truck, Dodge will get a long hard look.