Ram Trucks Add Analysis
Super bowl ads are of great importance to the American culture. They run during one of the essential moments in sports history, the super bowl. An advertisement that called the attention of the public in a different way this year was the Ram Trucks commercial. Most of the time, commercials during the super bowl use funny, emotional or sexy elements to transmit their message (like the Go Daddy commercial this year). However, the media staff of Ram Trucks decided to go through another path this year. They decided to take emotional and iconic pictures of what encompasses the farmer industry and place it in some type of slideshow with the voice of the radio icon Paul Harvey in the background. He narrated the qualities of a farmer meanwhile these beautiful, detailed and emotional pictures of farmers and their environments where shown. This wasn’t an add for everyone, because it was strictly directed to those interested in the agricultural sector. This factor narrowed down the market populace and at the same time it decreased the interests of other viewers. Not everyone has a huge farm or cultivated miles of crops; therefore the audience was extremely limited. It was mainly going to those who usually going to buy Ram Trucks or have experience with that area. Some of the artistic elements used during the whole add where the contrast of colors in the pictures, giving more intensity to the whole message. Contrast creates attention, because it does not fit into the normality of the viewer’s eye. As well, the fact that they used Paul Harvey’s voice was vital to the add because it brought a more vintage feeling to the viewer. Nevertheless, the fact they decided to use Paul Harvey’s voice may be considered as a “wrong call” for the Ram Trucks media group. There is a small percentage of the American population who actually relates or knows about Paul Harvey. Usually, Super bowl adds need to target an audience between 18-40 years old, and Paul Harvey was famous during the 1950’s till late 1980’s. This may be considered as a downfall or winning situation for Ram Trucks. However, they did make an amazing add, which call the attention of even the people that don’t relate themselves with the agricultural sector.