Skip to main content
Part of complete coverage from

Super Bowl ad revives iconic American voice

By Bob Greene, CNN Contributor
updated 2:54 PM EST, Wed February 6, 2013
President George W. Bush presents Paul Harvey, left, with the Medal of Freedom at the White House November 9, 2005.
President George W. Bush presents Paul Harvey, left, with the Medal of Freedom at the White House November 9, 2005.
STORY HIGHLIGHTS
  • Bob Greene: Americans of all political stripes listened to Paul Harvey's radio stories
  • Greene: Harvey's 1978 "So God Made a Farmer" speech was used on Dodge truck ad
  • Harvey wrote his stories on old typewriter and treasured writing and radio, Greene says
  • Greene: Even in times of cynicism and upheaval, he spoke from the heart

Editor's note: Bob Greene is CNN contributor and a best-selling author whose 25 books include "Late Edition: A Love Story"; "Once Upon a Town: The Miracle of the North Platte Canteen"; and "When We Get to Surf City: A Journey Through America in Pursuit of Rock and Roll, Friendship and Dreams."

(CNN) -- Mr. Harvey would be so proud today.

His voice -- the magnificent voice that he feared he had lost forever -- is back.

And people all over the United States are once again moved by the sound of it, and by his words.

Bob Greene
Bob Greene

"And on the eighth day, God looked down on his planned paradise and said 'I need a caretaker.' So God made a farmer."

Just as seemingly simple, and devastatingly direct, as that.

"God said 'I need somebody willing to sit up all night with a newborn colt, and watch it die, then dry his eyes and say, 'Maybe next year.' "

You probably saw the commercial during the Super Bowl telecast. It was on behalf of a Dodge truck. The voice was that of Paul Harvey, taken directly from a recording of a speech he made in 1978 to the Future Farmers of America.

Super Bowl ads that scored with viewers
Super Bowl ads surface

Mr. Harvey died four years ago at the age of 90. I knew him for more than 30 years; he always invited me to call him "Paul," and I never quite could. He was Mr. Harvey, and for a very long time, he was as big a name as there was in the world of radio. His commentaries were heard everywhere.

Eatocracy: By the numbers, how has farming changed since 'So God Made a Farmer'?

They were so popular because he was unafraid, even in the most cynical and contentious times, to speak from his heart. Because of that, he had admiring listeners of every political persuasion; his own politics were conservative, but because of the care and craftsmanship with which he wrote, people who didn't agree with him on issues of national policy made a daily habit of tuning in just because they liked the warmth and respect he showed them in his storytelling. They considered his voice to be the voice of a friend.

"God said, 'I need somebody strong enough to clear trees and heave bales, yet gentle enough to yean lambs and wean pigs and tend to pink combed pullets; who will stop his mower for an hour to splint the broken leg of a meadowlark.'"

The writing was what he took such pride in. He would begin well before dawn, in a quiet office above Michigan Avenue in Chicago. He wrote on a favorite old typewriter whose touch he trusted. Within the hour, the words -- punctuated by those wondrous silences between phrases -- would be heard in every corner of the country. They connected, person-to-person, with the intimacy of a whisper in an ear.

Truck ad stirs pride, passion and conversation in agricultural circles

Toward the end, illness ravaged his voice, and he was terrified that it had been irretrievably stolen from him. He was off the air for long spans. When he came back, the voice was still his, but it was weakened. He knew it. The knowledge caused him great despair.

He had two best friends in life. One was his wife, Angel, who died before he did. The other best friend was his voice. The thought of it, too, being taken from him made Mr. Harvey lie awake at night and pray.

There that voice was again, Sunday night. People too young to remember Mr. Harvey's glory days stopped what they were doing and leaned toward the television set, suddenly needing to hear every word. His artistry did that to people.

"Somebody who would bale a family together with the soft, strong bonds of sharing; who would laugh and then sigh, and then reply, with smiling eyes, when his son says that he wants to spend his life doing what dad does -- 'so God made a farmer.' "

Mr. Harvey would walk out of the studio after each broadcast, then go back into his office and sit down next to that typewriter.

He knew that soon enough he'd be at it again.

Follow us on Twitter @CNNOpinion.

Join us on Facebook/CNNOpinion.

The opinions expressed in this commentary are solely those of Bob Greene.

ADVERTISEMENT
Part of complete coverage on
updated 2:01 PM EDT, Sat May 18, 2013
Donna Brazile says our democracy is endangered, not by the Russians, North Korea, Iran or even terrorists. To quote Pogo: "We have met the enemy and he is us."
updated 1:59 PM EDT, Sat May 18, 2013
Photographer Arne Svenson defends his show "Neighbors," portraits of the occupants of a building near him taken through their windows.
updated 4:52 AM EDT, Sat May 18, 2013
JR's "Inside Out" project pushes the boundary of creating more human interactions.
updated 8:57 PM EDT, Fri May 17, 2013
With guest Rep. Keith Ellison, John Avlon, Margaret Hoover and Dean Obeidallah discuss the president's scandal trifecta, hope for immigration and what Jolie's revelation means for women.
updated 3:22 PM EDT, Fri May 17, 2013
Roger Colinvaux says the IRS scandal is fundamentally about disclosure of donors, not tax-exempt status.
updated 4:57 PM EDT, Fri May 17, 2013
Theater critic Kevin Williamson was kicked out of a play when he took the phone away from an audience member and threw it. He says it was worth it.
updated 11:56 AM EDT, Fri May 17, 2013
Mike Downey says Los Angeles has well-funded but clueless sports teams.
updated 11:52 AM EDT, Fri May 17, 2013
Grace Liu says It's time for some tiger cubs to approvingly roar for our strict and demanding parents
updated 7:57 AM EDT, Fri May 17, 2013
Sens. Al Franken and Roger Wicker say we need a strong SEC to make sure credit ratings fraud doesn't bring down the economy again.
updated 7:49 AM EDT, Fri May 17, 2013
Alex Castellanos says Chris Matthews is wrong; the Washington controversies result from a government that is too big to control
updated 10:25 AM EDT, Sat May 18, 2013
U.S. actor Angelina Jolie (L) holds daughter Zahara as husband and actor Brad Pitt (C) carries son Maddox during a stroll on the seafront promenade at the historic Gateway of India outside their hotel in Mumbai on November 12, 2006.
Gil Welch says women must not panic over Angelina Jolie's mastectomies: 99% of women don't carry the BRCA1 gene.
updated 10:25 AM EDT, Thu May 16, 2013
LZ Granderson says instead of reducing the blood alcohol content threshold, how about enforcing existing laws better?
updated 11:14 AM EDT, Thu May 16, 2013
Maia Goodell says the military should use civil legal remedies on sexual assault cases.
updated 6:50 AM EDT, Thu May 16, 2013
Donna Brazile says the lack of transparency and due process at GOP-led hearings shows their true intent: to damage Clinton's presidential prospects and Obama's credibility.
updated 7:09 AM EDT, Fri May 17, 2013
Laura Wexler says Angelina Jolie's openness about her mastectomy fits into a pattern of celebrities who have shared secrets and helped others
updated 1:37 PM EDT, Thu May 16, 2013
Simon Tisdall says a gruesome video might further damage the already challenged reputation and credibility of the Syrian opposition.
updated 12:16 PM EDT, Thu May 16, 2013
Rand Paul says firing the acting head of the agency isn't enough of a remedy to the abuses that endangered individual rights
updated 4:26 PM EDT, Wed May 15, 2013
Michael Harley says to give Tesla Model S the "best" trophy is presumptuous - it is pioneering but not flawless
ADVERTISEMENT