"For the farmer in all of us."

Nice concept, if not a ton presumptuous. Good production values, but really just a pretty slideshow. The Paul Harvey voice track is wonderful. But that tag line... Keep the entire spot intact, but just change the logo on the closing slate to Carhartt, or John Deer, or any other product that's easily associated with a rural or labor-centric demographic, and nothing really changes.

The spot has most of the ingredients for high recall. But I'm betting not so much for the brand. And especially at Superbowl prices and audience numbers, that's a big fail.

But hey, it's that one time of the year when advertisers are willing to pay outrageous sums of money just to prove they're tragically hip with flaming hair. Meh...