
When I run the world someone in charge of a television program is going to insist to prospective sponsors that all advertisements must meet the gratitude test: i.e., first among most viewers’ responses is the feeling of “Yess” in thanks for the rare and precious gift of respect for their heart and mind.
I know it’s a crazy idea, since it would eliminate all but a teeny fraction of the messages ever created for television (or any other medium, for that matter), but what the heck. The result would be a lively gallery of expression, from the hilarious to the heartbreaking, each one arresting, emotionally powerful, meaningful and memorable.
What prompts this revere is a candidate for such a collection: the “God Made a Farmer” spot for Dodge Ram trucks that aired during the 2013 Super Bowl. I doubt I’m the only person who finds this commercial noteworthy, since, during the first week after its broadcast, it was viewed ten million times on YouTube.
The Essay