SO. Who watched the Super Bowl? According to International Business Time over 108 million of you did.
Next question. How many of you saw the “So God made a farmer” Chrysler ad? If you haven’t, watch it here:
The ad was made with an agreement between Chrysler and Farms.com, the folks who made the original “So God made a farmer” ad using Paul Harvey’s “So God Made a farmer” speech, given in 1978 at the National Future Farmers of America Convention.
While this ad quickly became one of the favorite Super Bowl XLVII commercials, I am here to explain how the media construes reality and how important it is to understand what message the ad is conveying and then make your own judgments about it.
Chrysler, an American made company out of Detroit, has been around since the 1920’s. How many of you own one of their cars, and therefore support, Chrysler?
(If owning a 1997 Jeep Grand Cherokee which your mechanic father used his superpowers to keep running for this long constitutes support … then sure, I support ’em)
Chrysler’s audience, made of ‘merica lovin’ football fans and non-fans (like myself, I only watched for Beyonce) from around the country; witnessed a look into American farm life told through a vehicle company’s lens.
While the purpose behind the ad can be misleading (Chrysler could have spent up to $16 million to air the 2 minute ad), profits may not be the only intention.
Is Chrysler supporting local family-run farms as the ad implies? I would love to think so. After all, this blog will be about my journey through the ways in which the media portrays sustainable agriculture and food.
But there is something missing. Something VERY BIG missing. 98% of the U.S. food supply is conventional. Only 2% accounting for organic. Even if these farms are “organized as a sole proprietorship, partnership or family corporation,” as the USDA defines them, these farms are not sustainable. The ad didn’t explain what these farms might look like in the future, like this article does.
Chrysler hired renowned photographers to document ‘U.S. farm life’ for the ad. These amazing photographs accompanied by Harvey’s speech tell quite a noble and heartfelt tale. But is the story true?
After reading The Whitewashing of the American Farmer no wonder Americans don’t know where their food comes from, or who grows it. Have you ever thought about that? (I would love to discuss the article above, comment or email me!)
The media continuously portrays ‘Americans’ incorrectly. It is my job to set it all straight. Or some of it at least…
What did YOU think about the “So God made a farmer” ad? Comment below!