Chrysler decided to change things up for their Super Bowl commercial this year by using a speech by the late and iconic Paul Harvey titled "So God Made Farmer" to advertise their new Dodge Ram truck .
The commercial has been met with an overall mixed reaction since appearing during Sunday's Super Bowl. Overall, people and critics seem to like Dodge choosing to go with Harvey's tribute to the hardworking farmers of America, as his distinct voice has been missed since he passed away in 2009 at the age of 90
"For the past two years, we have used the largest television viewing audience to highlight the pride, the resilience and the determination that form an integral part of the American character," said Chrysler CEO Sergio Marchionne about the new advertisement.
The commercial shows a series of pictures taken by company commissioned 10 photographers who were hired to "capture America's farm culture for a visual montage" according to ABC News.
Images by noteworthy photographers like National Geographic's William Albert Allen and documentary photographer Kurt Markus were used in the shot according to Chrysler.
"God said, 'I need somebody willing to get up before dawn, milk cows, work all day in the fields, milk cows again, eat supper, then go to town and stay past midnight at a meeting of the school board. So God made a farmer," said Harvey in his iconic speech.
It was Harvey's speech that told the story, which ended with a still shot of the new Dodge vehicle. The company has stated that in 2013 they'll be focusing more on the needs of farmers as they use their vehicles the most according tor recent studies.
Harvey, who started working at ABC in 1944, delivered his "So God Made a Farmer" speech during the 1978 National Future Farmers of America Convention according to ABC News.
Chrysler also aired a commercial that featured the voice of Oprah Winfrey. Throughout the two-minute advertisement, Winfrey reads a letter to the men and woman of the U.S. armed forces, telling them that they are all missed and cared for and the nation will only be whole again "when they return home."
The Winfrey spot also garnered positive reviews, but it was the Harvey commercial that most remembered according to ABC.
"It may have been the most nostalgic spot of all, actually," said Esquire's Paul Schrodt after the game. "Among all the other ads drowning in celebrity cameos and Twitter hashtags, it actually managed to be effective."
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