For Marketers, Sentimentality Trumps Slapstick

From Ram to Subaru

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Tugging at the heartstrings: an eternal tactic of marketers of everything from coffee and peanut butter to long-distance phone services and those charities for abused and neglected animals.

But a pickup truck?

A tender spot for the tough Ram, “Farmer” turned out to be one of the most popular ads in all of Super Bowl XLVII—though flashy it wasn’t. The creative, via The Richards Group, was a simple, two-minute slideshow featuring dramatic stills of American farmers set to the thunderous intonation of the late radio personality Paul Harvey.

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