'God Created Farmer' Third In Likeability

The Dodge Ram ad finished third in USA TODAY's likeability Ad Meter, behind the Anheuser-Busch Clydesdale colt commercial and the Tide "Miracle Stain" spot.

GoDaddy's ad with Refaeli finished last.

The two-minute ad from Chrysler Group LLC's Dodge Ram featured the voice of the late radio broadcaster Harvey speaking over dozens of documentary-style photos showing the hard work and challenges facing farmers and ranchers each day.

"And on the eighth day, God looked down on his planned paradise and said, 'I need a caretaker.' So God made a farmer," Harvey said as the ad began.

"God said, 'I need somebody willing to get up before dawn, milk cows, work all day in the field, milk cows again, eat supper, then go to town and stay past midnight at a meeting of the school board.' So God made a farmer."

The Harvey monologue was originally given to the Future Farmers of America (now FFA) convention in 1978. Harvey, who died in 2009, was a longtime radio favorite in the Midwest.

Criticisms of the commercial were mild.

In addition to raising awareness of the Dodge Ram and farmers, the ad will benefit the Indianapolis-based National FFA Organization, which is getting a donation for each download or share of the ad. The ad is now on YouTube and the Ram Truck site.

The intention is to raise $1 million for the FFA, according to the online farm magazine Agri-Pulse.

Agriculture has become defensive in part because of its dwindling numbers.

About 2% of Americans farm today, versus 25% 75 years ago.

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