• fr8bil avatar fr8bil Posted: 2/8/2013 10:47am PST

    That RAM Truck ad was sheer genius. Much better than anything else, including the tear-jerker, horsey beer ad that InBev brought out which belies the scope of the American job loss that foreign owned Budweiser workers suffered. Made me think Ram stole A-B's ad impresario Bob Lachkey for it's production and creation.

  • bca6574 avatar bca6574 Posted: 2/8/2013 10:16am PST

    Of those people polled, how many (correctly)connected brand and ad? That is a critical detail. If a commercial doesn't generate incremental sales then it has failed to do its job.

  • richard avatar Richard Posted: 2/8/2013 12:10pm PST

    Nielsen doesn't offer specifics about the way the its questions were phrased, but I'd imagine that the ads toward the top of the list did a better job of making those brand/ad connections -- even Ram, which waited until the end of the two-minute clip to reveal itself in a significant way.

    That said, I'd argue that branding ads like "God Made a Farmer" are best measured, not by the sales they generate, but by the degree to which they build awareness among the general public and promote consideration.

  • bca6574 avatar bca6574 Posted: 2/8/2013 12:41pm PST

    Absolutely, that's the point. Since purchase begins with awareness and then consideration, it would be great to know how many people knew Ram was the product promoted in the "farmer" ad. A potential sale was lost for each person who didn't know it was an ad to promote Ram.

  • fb_638642145 avatar Mohamed Posted: 2/11/2013 12:01am PST

    This was an incredible ad.
    Beautiful, powerful words by Paul Harvey and stunning images. Well worth watching, again and again...

  • suzannekane avatar suzannekane Posted: 2/11/2013 11:45am PST

    I absolutely loved the Ram SuperBowl spot. When I lived in Chicago, we always listened to Paul Harvey on the radio, usually when we were on the road to Lake Geneva or downtown or out and about elsewhere in the Illinois-Wisconsin-Minnesota countryside. Ram is to be commended for its creativity, appeal to our patriotism and work ethic and all-around good citizenship. This is an ad I'll never get tired of seeing. Bravo, Ram!