The power of the still image shined bright during the Super Bowl last night. I was struck by the incredible moments and portraits used in the RAM Truck “Farmers” commercial. Immediately the photos hit me and made me wonder where they came from.
It turns out ad agency The Richards Group in Dallas commissioned 10 photographers to shoot the images, including National Geographic photographer William Albert Allard and documentary photographer Kurt Markus. All the photos used in the ad were originals shot just for the ad, according to a Chrysler press release. The voice-over was recorded by legendary radio newsman/commentator Paul Harvey over 30 years ago.
It amazes me that more agencies and companies don’t understand the power of original photography.