The Super Bowl is more than just a big football game. Lots of folks watch just to see the commercials.
One of the hit messages is a big surprise to the farming community. Dodge Ram crafted a caring spot that's harvesting good feelings from the agriculture community.
Even though it's the middle of winter, Mike Holst has plenty to do.
"We're a family operation," he said.
The third generation Stockton, Iowa, farmer is preparing for the growing season. And he's getting ready for the next generation in the fields, his son.
"He has intentions and desires to return to the farm," Holst said.
That makes a spot during the Super Bowl even more amazing to him.
"God looked down on his planned paradise and said, I need a caretaker," read the vintage 1978 speech by legendary radio broadcaster Paul Harvey.
"It made me feel good," Holst said.
This two-minute spot for Dodge Ram is also a moving tribute to those who work the land.
"It was a pro-active way for them to maybe get people to look at their trucks," Holst said.
Those images are really touching Holst and the farming community. Farmers who deal with so many variables and changing conditions are getting some national attention.
The subtle commercial focuses on admirable qualities like resilience and determination.
"It was the pinnacle," said DeAnne Bloomberg, Rock Island County Farm Bureau. "We've been waiting to see something like this for a long time."
For farmers like Mike Holst, the work never seems to end. He appreciates the endorsement.
"From an emotional point of view, it really brings up the spirits of a lot of the agriculture community across the country," he concluded.
And how it connects with his own family and future.
The closing narration from the late Harvey, sums it up: "When his son says that he wants to spend his life doing what dad does."
For the Holst family, it's a tradition that continues to a fourth generation on this Iowa farm.