This Sunday, over 200 million football fans will gather around tables of snacks to watch the Philadelphia Eagles and Kansas City Chiefs scrimmage at the State Farm Stadium in Glendale, Arizona. They will also view advertising on its most monumental stage.
Successful Farming had a sneak peek at Land O’Lakes spot, which shines a light on the genuine connection between consumers and farmers. It also pokes at the authenticity of past advertisements that have tried to legitimize farmers.
Land O’ Lakes was founded 100 years ago, and it’s one of the largest dairy farming cooperatives that is farmer-owned.
The ad starts with football players huddling with a voiceover saying, “This is not a big TV commercial for the big game,” before spanning to clips of Land O’Lakes farmers doing farm work.
The rest of the commercial shows how farmers focus on bringing the best and highest quality products, such as cheese, to the consumer’s table.
“Not a Big Ad” ends with a football fan sitting down to watch the game, enjoying a cheeseburger, and with text and the voiceover saying, “Eat it like you own it,” followed by text, “because over 1,000 farmer-owners do” on the screen.
With the ad, Land O’Lakes wants to help consumers understand farmers and their irreplaceable role in society with a unique social media video. The ad also reminds viewers that consuming food, especially dairy products, supports farmers and their communities.
