What you’ll see below was one of the SuperBowl commercials debuting during the 3rd quarter, after Beyonce’s glittering performance and when folks were probably bloated with chicken wings, 4-alarm chili and fatty dips, beer-bonged and tired of all the game day hype.
This one – for Ford trucks – is understated and definitely a conversation-stopper, because it is so simple and dignified. My dad, bless his soul, was a farmer. Farming is awfully hard work, not very profitable, subject to the vagaries of weather, critters and finances. As a business, it had become commodified and consolidated by Big Agra during the last three decades. The average age of a professional farmer is 58 years, and their children are leaving for urban pursuits in increasing numbers. Machines are no replacement for ingenuity and commitment.
I salute all of the men and women who devote their lives to growing and tending things that keep us fed.
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