When I first saw this ad that aired at the 2013 Superbowl, I instantly thought of my Grandfather. He was all that is depicted in this spot—a hard-working, gentle yet strong-as-an-ox man who loved the land he toiled and had the utmost reverence for those around him. Fred commanded such respect from his fellow farmers and friends that the turnout to his funeral was overwhelming. Hundreds upon hundreds came to pay respect for a man that lived a good, faithful, long life. I only got to know him in my childhood—he died before I grew to understand the fullness of his character. But his stories live on and I still meet people to this day who, when upon finding out who my Grandfather was, take the time to share a happy memory of him.

Now, I know this is just an ad for a brand of cars and trucks that Americans drive around their farms and towns. But it goes to show that the power of well-crafted writing, a simple treatment of audio and stunning still imagery can make for an emotional two-minute television commercial. It gave me goosebumps and made me connect to a brand I barely know. That’s the power of advertising.

 

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