"So God Made a Farmer" Super Bowl Ad 'Fixed' to Include Latinos
A clever way to get Chrysler's attention!
Ram's new "Farmer" ad that aired during the Super Bowl has been criticized by some Latino groups for its "white-washed" portrayal of America's agricultural workers. The two-minute Chrysler Group spot features shots of mainly white farmers as a recording of a 1978 speech by now-deceased radio personality Paul Harvey plays, narrating the story of their creation: "And on the eighth day, God looked down on his planned paradise and said, 'I need a caretaker.' So God made a farmer." According to the U.S. Department of Labor, 71 percent of agricultural workers in the U.S. were born in Mexico and Central America, and only 29 percent were born in the USA and Puerto Rico. So Axel Caballero, founder of Cuéntame, a Latino nonprofit, says, "It's a white-washed ad. (The) composition of America has changed. The faster brands understand that, the better they're going to do." Chrysler Communications Manager Eileen Wunderlich said the carmaker is "getting all kinds of requests" about the commercial, but is "not making any comment whatsoever about the ad." Instead, Cuéntame took it upon themselves to create a revised version of the ad, complete with images of Latino farmers, and upload the clip to its Facebook page. "We fixed it!" the caption read. (Today)
Chrysler's orginal ad: