By its very nature, the 'Farmer' concept was about work, a tribute inspired by the words of Paul Harvey and grassroots videos of those who value the hardworking American spirit. We knew that if we were to begin effectively telling the story of farmers, we needed a riveting opening chapter. As we looked for the best ways to match Paul Harvey's indelible words with equally stunning imagery, we sought the best photographers and the biggest stage, and created a powerful philanthropic plan to provide for future generations of farmers and assist in local hunger and educational programs. With each view of the commercial shared from their website, Ram donated to the FFA scholarship fund, raising more than one million dollars in four days.