Must admit to being unimpressed by the Dodge RAM Farmer campaign—and not just because it’s an unoriginal concept repurposed with a multimillion-dollar budget for the Super Bowl. Or that Chipotle already saluted farmers in a more breakthrough way. Or that Dodge and The Richards Group (those wonderful folks who gave you talking vaginas) saw fit to call it the best ad to air during the big game. No, what’s annoying about the spot is its exclusivity. There’s one Black farmer in the bunch and the rest appear to be White. Wonder if anyone responsible for the campaign is familiar with the Black Farmers Discrimination Litigation Settlement.
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