Ram Wows Audience with Farmer Ad That’s an Audio Slideshow
As a kid, whenever I’d visit my Great Aunt Bet in Jackson, Wyo., at about noon every day we’d stop everything and listen to the Paul Harvey radio show. I was pretty young, and didn’t always understand his messages, but I did love the brash energy of his voice. So I wasn’t surprised last month to hear Harvey’s voice narrating the Ram Trucks Farmer ad during the Super Bowl. What I was surprised (and excited) about is how the ad agency used the audio slideshow to deliver its message.
Audio slideshow goes Ram tough
Audio slideshow was the ONLY choice for the Farmer ad. Here’s why:
- It matches the rhythm of Harvey’s thoughtful narration: “And on the eighth day, God looked down on his planned paradise and said ‘I need a caretaker.’ So God made a farmer…somebody who can shape an axe handle from a persimmon sprout, shoe a horse with a hunk of car tire….who is strong enough to clear trees and heave bales, yet gentle enough to yean lambs and wean pigs….who’d plow deep and straight, and not cut corners…” The audio recording is from a 1978 speech Harvey gave at a National Future Farmers of America Convention.
- The slow pace of the image sequence allows time for the viewers to enjoy and think about the words.
- The pacing also stirs emotions of nostalgia and longing for a simpler time when hard work shaped the American character and food system.
- Overall, there’s extraordinary and lasting beauty in the simplicity of the photos and narration. The audio slideshow elevates the Ram Farmer ad to a memorable and provocative work of art.
- Laura Read