(KTVI)- There was no big explosions or shock value to the Dodge Ram Super Bowl commercial. Instead the company used the words and wisdom of late radio broadcaster Paul Harvey. His tribute to U.S. farmers was originally given at the 1978 Future Farmers of America National Convention.
Dodge used the speech along with photographs of U.S. farmers taken by 10 noted photographers to capture the hearts of Americans during a two minute spot Sunday night.
The commercial immediately sparked reactions on Twitter. Celebrities like actor Rob Lowe jumped in on the conversation.
In press release, Sergio Marchionne, chairman and CEO of Chrysler Group LLC, said, “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.”
Dodge will continue to do so through out the year, as they have named 2013 the year of the farmer.