Last year this blog highlighted a roundup of the Super Bowl (#superbowl) television ads from a marketing perspective; discerning which hit the mark and which didn’t.
This year, we want to feature only one spot, and that from a speech-making point of view.
Dodge Ram’s 2-minute “So God Made a Farmer” commercial (#keepplowing), which aired in the fourth quarter, featured nothing more than a slideshow of stunning still images accompanied by a 1978 Future Farmers of America (@nationalffa) convention speech by the late newscaster and supreme rhetorician Paul Harvey, in which the radio personality paid tribute to America’s farmers.
Among Harvey’s considerable voice talents was his focused attention on the dramatic use of silence. He knew how to time and maximize pauses in his speaking to keep the audience on the edge of its seat and follow his every word. He also was an expert in pacing: knowing when to slow his delivery and when to speed it up. Even Harvey’s simple signature sign-on, “Good Morning, America,” was mesmerizing.
The above video draws its strength and effectiveness from Harvey’s striking delivery. Listen to it while paying attention to his cadence and rhythm, and the emphasis he gives words and phrases. That’s how to give a speech!
See the article “'So God made a farmer' Super Bowl ad inspires” by Erin Roach, assistant editor of Baptist Press (@baptistpress).
See Paul Harvey Archives.
See Paul Harvey Jr.’s website.
See Ram’s Year of the Farmer website.
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