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Popular Super Bowl ad produced In Dallas

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DALLAS (CBSDFW.COM) - One of the most talked about Super Bowl commercials was the creation of the Dallas advertising agency – The Richards Group.

Chrysler Dodge's two-minute "So God made a farmer" commercial featured the voice of the late radio broadcaster Paul Harvey and still images of farmers.

Stan Richards, the founder of The Richards Group, said with any commercial the goal is to have the viewer like the brand.

"The whole objective for us is to endear the brand to the viewer," he explained.

For the Dallas based advertising agency this wasn't its first big game.

Last year it produced the Super Bowl commercial "Seduction" for Fiat, and the year before it created a spot for Bridgestone featuring a beaver titled "Carma".

However, Richards admits the big stage still makes him a little nervous.

"The Super Bowl is that type of environment," he said. "You can't be certain until the game is over and all the spots have run – how well did you do."

Richards started the company in his garage in 1957, but it wasn't until he found the voice of Tom Bodett to read the line "and we'll leave the light on for you" for a Motel 6 commercial in 1986 that his agency made it big.

The Richards Group has grown to become the largest independent advertising agency in the country, yet Richards still exudes the passion from when he started.

Richards said, "I'm at the age now people ask, ‘when are you going to retire.' The answer is never. Of all the things I do for fun, the most fun that I have is right here all day every day."

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