Though the Super Bowl
advertising cache was brimming with pretty women, babies and horses during Sunday night's broadcast, Chrysler decided to go traditional with its commercial for the Dodge Ram truck, with help from Paul Harvey’s decades-old “So God Made a Farmer” speech.
Harvey, a legendary conservative radio broadcaster who passed away in 2009, originally delivered the Carter-era speech at the 1978 Future Farmers of America Convention. It was considered an ode to the hard work and dedication of farmers.
Chrysler resurrected Harvey's words and cast them against a backdrop of poignant still images during the two-minute commercial that aired during the fourth quarter. The automaker said the Ram brand commissioned 10 noted photographers, including National Geographic icon William Albert Allard and documentary photographer Kurt Markus, to take photos for the commercial, according to the Detroit Free Press
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"It may have been the most nostalgic spot of all, actually," wrote Esquire's Paul Schrodt after Sunday night's game. "Among all the other ads drowning in celebrity cameos and Twitter hashtags, it actually managed to be effective. It was by far the ballsiest ad in the whole game."
Twitter users commended the automaker for the commercial.
Harvey was known for personalizing the news with his right-wing opinions, according to his New York Times obituary.
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"He railed against welfare cheats and defended the death penalty," it reads. "He worried about the national debt, big government, bureaucrats who lacked common sense, permissive parents, leftist radicals and America succumbing to moral decay. He championed rugged individualism, love of God and country, and the fundamental decency of ordinary people."
Harvey's 'So God Made a Farmer' speech:
And on the 8th 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 fields, milk cows again, eat supper and then go to town and stay past midnight at a meeting of the school board." So God made a farmer.
"I need somebody with arms strong enough to rustle a calf and yet gentle enough to deliver his own grandchild. Somebody to call hogs, tame cantankerous machinery, come home hungry, have to wait lunch until his wife's done feeding visiting ladies and tell the ladies to be sure and come back real soon -- and mean it." 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 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,' put in another seventy-two hours." So God made a farmer.
God had to have somebody willing to ride the ruts at double speed to get the hay in ahead of the rain clouds and yet stop in mid-field and race to help when he sees the first smoke from a neighbor's place. So God made a farmer.
God said, "I need somebody strong enough to clear trees and heave bails, yet gentle enough to tame lambs and wean pigs and tend the pink-combed pullets, who will stop his mower for an hour to splint the broken leg of a meadow lark. It had to be somebody who'd plow deep and straight and not cut corners. Somebody to seed, weed, feed, breed and rake and disc and plow and plant and tie the fleece and strain the milk and replenish the self-feeder and finish a hard week's work with a five-mile drive to church. "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 he wants to spend his life 'doing what dad does.'" So God made a farmer.
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