Ranked as Ad Age’s #9 Super Bowl spot of all time, this 2:00 spot aired in the third quarter of Super Bowl XLVII. The “So God Made a Farmer” speech, delivered in 1978 by legendary radio broadcaster Paul Harvey, was the foundation for the piece that garnered more than 20-million online views just days after the game.

We commissioned ten still photographers to document American farm life, simultaneously setting-off across the nation, just weeks before the Super Bowl broadcast. In all, we ended up with more than 10,000 original photos to consider in the edit room.

A few of my favorites from the final cut are below.