God made a farmer ad revised to reflect a more honest reality of who does the work in our food system
During last Sunday’s Super Bowl, millions of viewers saw the commercial by Dodge Trucks, featuring the voice of conservative radio personality Paul Harvey.
Most people this writer talked to thought the ad was going to be for one of the big agri-business companies like Cargill or Monsanto. Instead, Dodge Trucks made their own cultural case for associating their vehicles with the iconic image of American farmers.
The creative people at Brave New Films and Cuenteme took the same ad and altered it with different images, to make a point about who really does the bulk of the farm work in the US, the millions of migrant workers.
Here is the altered ad.