然而其中最受到美國民眾親睞的，是Chrysler RAM Trucks的這則廣告: Farmer。
相較於大多數搏君一笑的廣告，克萊斯勒這兩年都用相對穩重的方式，刺激著美國人的心靈深處。
Farmer這則廣告，運用知名廣播人Paul Harvey在1978年發表的"So God Made a Farmer"演說做為靈魂般地襯底，找來國家地理雜誌攝影師William Albert Allard和紀實性攝影師Kurt Markus操刀影像，在那如王者之聲的廣播餘音娓娓道來當年農民被賦予的神聖使命，同時似乎也喚醒了美國人對於那個美好時光的無限懷念。
我在猜想，這廣告會受美國人歡迎，也許是經濟動盪的背景，讓美國人對於過去令人驕傲的美好年代有著某方面的眷戀。
而這種眷戀，就這樣被一個廣告淺淺地喚醒了。
[演說內文] "So God Made a Farmer"
And on the eighth day, God looked down on his planned paradise and said, "I need a caretaker." So God made a farmer.
God said, "I need somebody willing to get up before dawn, milk cows, work all day in the field, milk cows again, eat supper, then go to town and stay past midnight at a meeting of the school board." So God made a farmer.
God said, "I need somebody willing to sit up all night with a newborn colt and watch it die, then dry his eyes and say,'Maybe next year,' I need somebody who can shape an ax handle from an ash tree, shoe a horse with hunk of car tire, who can make a harness out hay wire, feed sacks and shoe scraps. Who, during planting time and harvest season will finish his 40-hour week by Tuesday noon and then, paining from tractor back, put in another 72 hours." So God made the farmer.
God said, "I need somebody strong enough to clear trees and heave bales, yet gentle enough to yean lambs and wean pigs and tend the pink-comb pullets, who will stop his mower for an hour to splint the leg of a meadowlark."
It had to be somebody who'd plow deep and straight and not cut corners. Somebody to seed, weed, feed, breed, and brake, and disk, and plow, and plant, and tie the fleece and strain the milk, . Somebody who'd bale a family together with the soft, strong bonds of sharing, who would laugh, and then sigh and then reply with smiling eyes when his son says that he wants to spend his life doing what Dad does. "So God made a farmer."
Chrysler 2012 Super Bowl 廣告: Halftime in America。
去年的克萊斯客廣告由知名演員Clint Eastwood演出和口白，告訴美國人就像足球賽的中場休息，美國也僅僅是在這短暫的休息時間，難免交織著緊張與不安，認真地研擬下半場的戰略，然後，像歷經低谷而強勢回歸的底特律汽車產業一樣，美國將會重返光榮！
我想在經濟背景方面，去年的狀況也同樣不甚良好。
穩重的口白和激勵式的文案，同樣再再刺激著美國人，他們一定可以再創榮景！
Chrysler Jeep 2013 Super Bowl 廣告: Whole Again。
廣告用的是同樣沉穩的調性，訴說當美國在外征戰的軍人歸來時，我們（美國這一家人）也就圓滿了。
這充分喚起美國強烈的愛國心，只是這樣的特定族群，就不及Farmer那樣美好時代的集體回憶。
兩則廣告都用相當長的秒數去營造品牌的情感，可說相當的成功。
據說很少有品牌會這樣大手筆的在超級盃播這麼長秒數的廣告，而克萊斯勒今年各播放了兩分鐘。
更多2013超級盃廣告請看：http://www.adweek.com/the-big-game-2013
P.S. 相較於這些有趣的廣告，今年Beyonce和天命真女合體的超精彩Halftime Show也絕對值得一看！
（http://syachien.pixnet.net/blog/post/28435706）
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