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Milwaukee's Daily Magazine for Tuesday, Sept. 23, 2014

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In Movies & TV Commentary

Dodge Ram offered a tribute to farmers in its Super Bowl ad on Sunday night.

Ad successful when it can silence a room


And now, for the rest of the story …

Advertisers spent close to $4 million for 30 seconds of airtime on CBS on Sunday night. Some spent more for longer than that, and that's on top of the millions spent for the celebrities, production, catering and whatever else goes into making a commercial.

Millions of people, in turn, were speaking of those advertisements the day after the Super Bowl, and that's really what all of those millions were spent on.

"We had about 15 people and they were riveted," said Gary Mueller the executive creative director at BVK and the current president of United Adworkers. "The Paul Harvey narrative used with stills, nobody else did that."

The Dodge Ram commercial, considered by many to be the best ad of the night, was a longer spot, and used part of a speech that radio legend Harvey gave in 1978 as a tribute to farmers.

Mueller was participating in a live Twitter chat on the ads with a number of other United Adworkers in the business. He said that the Ram commercial dominated.

"In a room of people talking and laughing, (with a shorter ad) if someone laughs, you may miss the rest of the spot," Mueller said why the 60- or 90-second spots can be more powerful if a company can afford them because after the laughing ends, the spot can still be watched. "The farmers spot, within 10 seconds, the room was dead quiet. Everyone stopped talking. By the end you could hear a pin drop."

In the past couple of years, many agencies released the commercial early, or offered a tease to help drum up more talk before the airing. Dodge didn't do that this year, so people, even those in the advertising world, didn't see an ad like this one coming.

"People all of a sudden were quiet and listened. With the 60 seconds, it was very successful," Mueller said.

The bulk of the advertisements will be measured, critiqued and praised. But when solid imagery, and dynamic written script has the time to tell a powerful story, people will take notice.

As far as this latest round of Super Bowl ads, there was the Dodge Ram spot and all of the rest.

MOVING ON: Friday was the last day that Jennifer Tomazic delivered the news on WDJT-TV CBS 58. She was part of the morning and noon news team with Tom Durian and Lance Hill. Here is what she posted on her Facebook page:

"Thank you to all of you who've made the CBS 58 Morning News the show you wake up to every morning. Today is my last day, as I am moving to Pittsburgh. But keep it on CBS 58 because the team will continue to bring you the best morning news in Milwaukee!"

The crew at CBS 58 did a wonderful video as an on-air sendoff, which they posted here.

New to the news desk will be Jessica Tighe, a native of southeastern Wisconsin, who started this morning. Tighe was last at KWQC, the NBC affiliate in The Quad Cities. You can find her on Facebook here.

SIGNING OFF: Friday was the last day Ben Merens hosted "At Issue" on Wisconsin Public Radio, something he's done for the past eight years. John Munson, who is regional manager of WPR stations in the northern reaches of the state, will fill in as host.

Talkbacks

Kstohl1 | Feb. 5, 2013 at 12:26 p.m. (report)

Hate to contradict the story but someone has done this before OVER and OVER. The most popular was the Arkansas Farm Bureau. Same concept. Ripped off by Chrysler. http://www.youtube.com/watch?v=y3albUpd33E

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TosaJim | Feb. 5, 2013 at 10:21 a.m. (report)

When I was a kid...I ran home at lunch time to listen to Paul Harvey....and his....and now you know the rest of the story. He would start talking and before you knew it...he would have you halfway through a commercial...the images were great....hearing Paul Harvey was great....not sure how many farmers today could afford one of those trucks...most small farms as depicted in the commercial have been swallowed up by large commercial farmers.

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