26Feb

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.
The Farmer ad audio slideshow included 35 slides by 10 photographers whom Ram hired for a yearlong project: William Allard, Kurt Markus, Daniel Beltra, Olaf Veltman, Andy Anderson, Jim Arndt, Mark Gooch, Andy Mahr, David Spielman and Matt Turley. The  YouTube posting of the ad has had more than 20 million views.
Will this spark a resurgence of picture stories and audio slideshows in advertising? Tell us what you think.

- Laura Read

2 Comments

  1. Christopher says:
    Posted 11 months ago

    This is a format that is on the rise. Simplicity is a major trend and this format has it.

    I was delighted to see an audio slideshow too. This spot makes a major impact.

  2. admin says:
    Posted 11 months ago

    Christopher – We agree about the trend. Thanks so much for stating it! Simplicity has the power to carry stronger messages that get straight to the point. In the right hands, audio slideshows can be more interesting and arresting than videos.

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