How do you follow up such revered and successful ads as Chrysler's last two Super Bowl commercials? Imported from Detroit and Halftime in America should be given credit for giving the automaker's public perception a complete overhaul after its rescue from the brink with taxpayer money. What next, then?

We just found out during Super Bowl XLVII. This year Chrysler went with two commercials, one for Jeep and the other Ram. The two-minute-long Jeep commercial, called Whole Again, is narrated by Oprah Winfrey and presented as an open letter to the service men and women of America, simply expressing admiration for what they do – poignant message coming from a company whose history is so entwined with that of the military's.

The Ram commercial, called Farmer, honors the agricultural backbone of this country. Its soundtrack is a speech entitled "So God Made a Farmer" given by the famous radio broadcaster Paul Harvey, which plays over a slideshow of original photography commissioned by Ram. The images, of course, focus on farming and the people who do it for a living, and there's a few Ram trucks in there, as well.

Do the ads work? Watercooler judges around America will answer that later today, but we think they're just the right sort of follow up to both of Chrysler's previous big ads. Check 'em out below for yourself.



Show full PR text

Jeep® and Ram Truck Brands Air Two-minute Videos 'Whole Again' and 'Farmer' During Super Bowl XLVII

Jeep® brand introduces 'Whole Again,' a two-minute creative expression that encourages Americans to embrace and support our returning service men and women
Ram Truck brand's 'Farmer' video features 'So God Made a Farmer' words delivered some three decades ago by legendary radio broadcaster Paul Harvey and all original photography
Jeep and Ram Truck leverage the visibility of Super Bowl XLVII to launch two initiatives encouraging citizens to support two key elements of American society - our troops and our farmers


February 3, 2013 , Auburn Hills, Mich. - Today, the Jeep® and Ram Truck brands each introduced two-minute videos during Super Bowl XLVII.

Jeep® Brand's "Whole Again"
The two-minute spot, "Whole Again," is a heartfelt letter, read by Oprah Winfrey, from the Jeep brand and the American people to the service men and women of the six branches of the armed forces. It simply lets them know that Americans everywhere hold them in utmost respect and admiration for all they do in protecting American institutions and values around the world.

"It was an honor to lend my voice in support of those that serve us all," said Oprah Winfrey.

The Jeep brand's "Whole Again" was created in partnership with GlobalHue of Detroit. The broadcast spot can be viewed at the Jeep brand's website, www.Jeep.com/OSR, and YouTube site at www.youtube.com/jeep .

Ram Truck Brand's "Farmer"
The new Ram Truck spot, "Farmer," was inspired by the stirring "So God Made a Farmer" tribute delivered by legendary radio broadcaster Paul Harvey and used as an anthem in grassroots videos created by farm families over the past three decades.

The Ram Truck brand commissioned 10 noted photographers including National Geographic icon William Albert Allard and renowned documentary photographer Kurt Markus to document American farm life, yielding a beautiful and comprehensive catalog of farming images. Many of these artful and compelling still images provide the visual mosaic for "Farmer;" Harvey's passionate oration provides the narration.

In this latest extension of the brand's Guts, Glory, Ram campaign, the video uses slices of farming life to remind us of our shared identity and character, the greatness born out of perseverance and determination and the rewards that come from hard work.

"Farmer" was created in partnership with The Richards Group of Dallas, Texas. The broadcast spot can be viewed at the Ram Truck brand's website at www.ramtrucks.com/keepplowing and on the brand's YouTube site at www.youtube.com/ramtrucks.

"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 Sergio Marchionne, Chairman and CEO, Chrysler Group LLC. "Both the Jeep and Ram Truck brand's campaign videos express Chrysler Group's commitment to America and to helping build a better future for this great country."

###

Both videos have been created to introduce two initiatives that celebrate and give back to two groups whose work ethic, dedication and service have sustained the very fabric of this nation.

The Jeep brand's "Operation SAFE Return" (OSR) aims to galvanize community support for service members and their families worldwide. The Ram Truck brand's "Farmer" initiative shines a spotlight on American farm families and kicks off twelve months of programs dedicated to highlighting and underscoring the importance of farmers. The initiatives were announced by the brands during Super Bowl XLVII in order to reach the broadest audience possible with the important missions of these campaigns.

The "Operation SAFE Return" program is designed to solidify the commitment of the Jeep brand, as an iconic American symbol, to use "Power for Good" to provide support and aid for our homeward bound nation's heroes. This multi-faceted partnership with the USO continues the Jeep brand's commitment to the military by providing support and aid to our returning heroes.

As part of OSR, the Jeep brand will donate more $1 million in vehicles and funding to the USO to be utilized for programs that directly support returning service members and their families.

The Jeep brand's OSR national advertising campaign was created in partnership with Global Hue of Southfield, Mich. The broadcast spot can be viewed at the Jeep brand's website, www.Jeep.com/OSR, and YouTube site at www.youtube.com/jeep.

For more information on "Operation Safe Return", visit www.jeep.com/OSR, the Jeep Facebook page (www.facebook.com/jeep) or Twitter (www.twitter.com/jeep).

The Ram Truck brand enhances its long-standing partnership with the National FFA Organization (formerly known as Future Farmers of America) with a year-long, multi-tiered initiative dedicated to highlighting and underscoring the importance of farmers in America. Together with agricultural equipment manufacturer Case IH, Farms.com and other brand partners, Ram aims to raise awareness and generate funds for FFA hunger relief efforts in local communities across America. For every view, download or share of the two-minute "So God Made a Farmer" spot located on the brand's website, Ram will make a donation to the National FFA Organization with the intent of generating $1 million. The brand is calling on the public to help reach the goal by viewing and sharing the video posted at www.ramtrucks.com/keepplowing.

"Farmer" was created in partnership with The Richards Group of Dallas, Texas. The broadcast spot can be viewed at the Ram Truck brand's website at www.ramtrucks.com/keepplowing and on the brand's YouTube site at www.youtube.com/ramtrucks.


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    • 1 Second Ago
  • 107 Comments
      Brett
      • 1 Year Ago
      The feeling at the Super Bowl party I attended was that Chrysler was using our veterans unfairly to cash in with consumers. I, on the other hand, think it's amazing that they bought TWO hugely expensive commercial spots, then spent the whole time talking about people. Not one mention of horsepower, payload, or creature comforts was uttered. I greatly admire a company that's willing to drop that kind of cash and then pay respect to the people who made it all possible.
      AnalogJesse
      • 1 Year Ago
      Lots of people calling things "unAmerican" in this thread. Harkens back to the Red Scare of the 50s when many of our rights were given away due to "patriotism".
      Chris
      • 1 Year Ago
      Judging by the number of responses here and the opinions people have, it appears as though Chrysler's latest Super Bowl ad was a smashing success. It grabbed people's attention, and thereby put the company in people's consciousness, and that's the whole point of advertising. It was a marketing job well done, and for that, I tip my hat to them. I love some imports as much as the next guy, but as a proud American who is aware of all of the struggles the Big 3 have been through, I say Go Chrysler!! Go Big 3!!
      • 1 Year Ago
      [blocked]
        MAX
        • 1 Year Ago
        If Chrysler cured cancer you'd be made they took a profit center away from the Libertarian plutocrats
        Chris
        • 1 Year Ago
        Do you always have PMS, or is it just when you come to this site?
        • 1 Year Ago
        [blocked]
        LXbuilder
        • 1 Year Ago
        Little up tight are we Laser?
      VDuB
      • 1 Year Ago
      I dont like the "If you're American, you better buy from us" undertone that they portray every year.
        Chris
        • 1 Year Ago
        @VDuB
        If you take off your fanboy glasses long enough, you just might stop seeing things that aren't there and be willing to give credit where it is due.
      Jonathan Wayne
      • 1 Year Ago
      I have never been so offended by a car company in my life. Both of these ads were just disgusting. I would never buy a Chrysler product ever in my life based on these ads. The Jeep ad was disgusting, just pandering to the low functioning wannabe military people out there, I guess that is why they sell a Call of Duty edition. To use the military to sell your product and make a profit is in itself low and disgusting. Whenever I see a company do that it just nauseates me, much like Robin Meade, Gary Sinise, most of the Fox News hosts, Ted Nugent etc etc. A whole bunch of people that love to use the military to promote themselves and get rich, but none of them had the balls to actually join themselves, nor their kids. If I were in the military I would be just extremely offended by these companies using me to make a profit and pretending they actually care. The RAM ad was also pitiful, not just because it pandered to the same low brow people, and not because it ripped off another ad completely, but as far as I was concerned it was flat out racist. I guess the only people that farm and work hard in America are white people that believe in God. I love how they threw in the one random black guy just so they could say we were not racist, there was a black guy in there. I am so sick of this BS in this country. I guess physicians/surgeons, nurses, police, firefighters and no one else in this goddamn country is a "hero" and don't work hard. Next time you are lying in the OR about to die, go call some regular guy in the military or a farmer, see how that works out for you. Hell, the garbage man is probably one of the most important people in this country. Don't have the trash picked up for a week, a month, 6 months, see how bad it will get real fast and how many health issues and deaths would occur as a result. Chrysler, from the bottom of my "lazy" "non-hero" heart, K.M.A and go to hell.
        • 1 Year Ago
        @Jonathan Wayne
        [blocked]
        Chris
        • 1 Year Ago
        @Jonathan Wayne
        And the award for the most idiotic rant goes to?!?! It's obvious to me that you don't know anyone who has ever served, or if you do then you are very cold and ungrateful. It's also apparent to me that you have no idea what they have gone through, fought for and risked. That's all I'm going to say about that as the rest of your post doesn't even deserve an intelligent response. I'm guessing you're one of those with an ax to grind, so corporations like Chrysler are damned if they do and damned if they don't. In your mind, they're nothing but selfish and greedy, and when they do take the time to give back, or pay tribute to those who have sacrificed a lot, they're simply "pandering" or exploiting for their own gain. Am I right?
      gop.hates.america
      • 1 Year Ago
      It is really shameful what Chrysler and Liberals are trying to do with this ad. First, it is completely unpatriotic to want to bring our troops home. They get paid to fight unnecessary wars, not to sit at home? Do we really want more people living off our tax dollars. Second, how dare they use Oprah for this commercial. They couldn't find a single "real" American (severely conservative white male) like Rush Limbaugh? Third, Chrysler is a socialist organization. It has programs supporting our troops, employs thousands of veterans, gives military discounts and donates to USO. Do you know where that money comes from? It comes from us, the customers. As a patriotic "real" American, I am completely appalled by this commercial. We should start a petition to ban this commercial, Oprah, and Chrysler from the greatest nation on the earth. /s
      merlot066
      • 1 Year Ago
      The farmer ad was probably the worst commercial of the superbowl. My friends and I went nearly silent while we were watching it (listening about horses dying and never ending work) and finally realized it was for "Dodge" at the end (they still don't know what a "Ram" is). One of the guys near me had been looking at the Dart and Avenger on his iPad and switched to Hyundai's website after that commercial. I love the message in both but they were very long and the Ram one definitely needed a more lively narrator for the superbowl. That ad killed everyone's mood. Also, Jeep supporting our troops and Ram trucks being for farmers doesn't really fit many people's brand perceptions. Jeep should have played into their off-roading domination and Ram should've revolved around construction work. I don't think many people in New Jersey are thinking of buying a Ram truck to help them plant tomatoes in their backyard.
        LXbuilder
        • 1 Year Ago
        @merlot066
        Maybe if you knew who that "narrator" in the Ram ad was, then maybe you'd get it. You must be young because I'm not even American and I know who Paul Harvey was.
        Claudia Bess
        • 1 Year Ago
        @merlot066
        Gee since the Farmer ad won most votes for best commercial your opinion says more about you than it does the commercial. Stop hating and start living.
        OffRoaderWrangler
        • 1 Year Ago
        @merlot066
        There is no way it was the worst.....but it doesn't look like you were the target for this ad. I really liked the ad being of principle or values rather than something like Space Animals or a kid rounding up his friends to play football.
          merlot066
          • 1 Year Ago
          @OffRoaderWrangler
          I guess I wasn't. I didn't realize it appealed so much to older people. I was in no way hating on Jeep, Ram, the military, farmers, or anyone else. To me (and most of my demographic) the commercial was dry and dull. Especially the farmer one seemed bleak and depressing. I would have rather seen a commercial with Jeeps tackling off-road trails and a Ram hauling a construction trailer... But I guess respectfully going against the general opinion is frowned upon. Sorry everyone.
        • 1 Year Ago
        @merlot066
        [blocked]
        AngeloD
        • 1 Year Ago
        @merlot066
        Quote: "...My friends and I went nearly silent while we were watching it (listening about horses dying and never ending work) and finally realized it was for "Dodge" at the end (they still don't know what a "Ram" is)..." That Sergio is some kinda marketing genius isn't he.
      jinushaun
      • 1 Year Ago
      I think these types of ads are horrible. Instead of extolling the virtues of their product and compell us to buy it because it's so amazing, they choose to "play with our heart strings" and guilt us into submission. This is not charity. It's capitalism. Good products get bought. Bad products get ignored.
      SpeedyRacer
      • 1 Year Ago
      I was offended by an Italian owned company trying to play off of American nationalism. Their cars are worthless, and their marketing is offensive.
        • 1 Year Ago
        @SpeedyRacer
        [blocked]
        AngeloD
        • 1 Year Ago
        @SpeedyRacer
        FIAT just released a revised 5 year plan where they drop plans for manynew US made models in favor of imported ones to be sold under the FIAT name. It really makes the Superbowl ads look lke so much corporate cynicism.
      luigi.tony
      • 1 Year Ago
      Chrysler doesn't own Jeep or Ram, FIAT owns them.
      • 1 Year Ago
      [blocked]
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