These words summarized what was arguably the best commercial of the 47th Super Bowl between the Ravens and 49ers. I was not surprised that this Dodge Ram Truck commercial rose to the top of the pack, since I have been a long-time fan of the man whose touching words graced the 2 minute ad – Paul Harvey. The most intriguing aspect of this ad was that it was as low-tech as it gets. No fancy computer graphics. No matinee idols. No pop culture icons. No questionable language. No massive creative ad budget. It was merely the legendary voice of Paul Harvey, who passed away in 2009 at the age of 90, reciting a 35 year old text… and a series of touching photographs. Let’s take a look at the elements of this great ad and understand why it proved to be so appealing to so many – even lifelong inhabitants of big cities whose only experience with farms has been watching them on TV.
Image Credit – Chrysler Dodge
The Power To Move People – The Messenger
Based on my recent article regarding Looklet’s LookCreator software replacing photographers and models in the clothing catalog arena, some of you may have thought that I was ceding the world of photography to high end computer graphics. Nothing could be further from the truth. I still believe that a photograph can have profound impacts and change people’s minds and hearts, and in some cases, their wallets as well.