道奇2013超级碗广告：上帝创造“农民”
文：Aoi @顶尖文案TOPYS
“农民”乃双关，既指一类人，亦是道奇的新款卡车品牌。这支TVC的灵感由传奇播音员Paul Harvey 的一次演讲激发而来。演讲的名字就叫“So God Made a Farmer”。 广告商找来10名著名摄影师，以多数的静态镜头呈现了一种典型的美国乡村生活百态。那遥远又顿挫的旁白让这支TVC有了马丁·路德金“I have a dream”般的肃穆。 So God Made a Farmer。因此，是上帝创造了农民。而每个人的心里，或许都有一个农民（也指车）。
TVC文案：
So God Made a Farmer” by Paul Harvey
And on the eighth day, God looked down on his planned paradise and said, “I need a caretaker.” So God made a farmer.
God said, “I need somebody willing to get up before dawn, milk cows, work all day in the field, milk cows again, eat supper, then go to town and stay past midnight at a meeting of the school board.” So God made a farmer.
God said, “I need somebody willing to sit up all night with a newborn colt and watch it die, then dry his eyes and say,’Maybe next year,’ I need somebody who can shape an ax handle from an ash tree, shoe a horse with hunk of car tire, who can make a harness out hay wire, feed sacks and shoe scraps. Who, during planting time and harvest season will finish his 40-hour week by Tuesday noon and then, paining from tractor back, put in another 72 hours.” So God made the farmer.
God said, “I need somebody strong enough to clear trees and heave bales, yet gentle enough to yean lambs and wean pigs and tend the pink-comb pullets, who will stop his mower for an hour to splint the leg of a meadowlark.”
It had to be somebody who’d plow deep and straight and not cut corners. Somebody to seed, weed, feed, breed, and brake, and disk, and plow, and plant, and tie the fleece and strain the milk, . Somebody who’d bale a family together with the soft, strong bonds of sharing, who would laugh, and then sigh and then reply with smiling eyes when his son says that he wants to spend his life doing what Dad does. So God made a farmer.
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