Introduction
In an unexpected twist, Roger Morgan, a rancher from Nebraska, is making headlines as his family-owned Morgan Ranch is featured in a Super Bowl advertisement. This unique opportunity arises from the ranch's involvement in Google’s initiative that highlights the transformative power of artificial intelligence (AI) in small businesses across the United States. As the Super Bowl approaches, Morgan reflects on the significance of this moment for his family and their cattle operation in the Sandhills of Nebraska.
The Role of AI in Morgan Ranch
Located in Burwell, Nebraska, Morgan Ranch is renowned for its production of natural Wagyu beef, which is distributed both nationally and internationally. Roger Morgan, a fourth-generation rancher, expressed surprise and gratitude upon receiving an invitation from Google to feature in their “50 States, 50 Stories” campaign. This initiative aims to showcase small businesses that are leveraging AI technology to enhance their operations. Morgan noted that the exposure could significantly benefit their e-commerce-driven business.
The Commercial Filming Experience
To create the 30-second advertisement, a video crew visited the ranch, capturing the essence of ranch life and the connection between the land and the cattle. The commercial features Morgan on horseback, proudly discussing the ranch's legacy while highlighting the use of Google Workspace and AI tools to streamline their business processes. Despite the disruption caused by the filming, which included the ranch's animals reacting to the unfamiliar presence of cameras, Morgan described the experience as both challenging and exhilarating.
A Legacy of Ranching
The Morgan family's ranching roots date back to 1932 when their ancestors moved from drought-stricken New Mexico to what they referred to as the "Oasis of Nebraska." Over the years, the ranch has evolved, introducing one of the first Wagyu herds to the United States in 1993. Today, Morgan Ranch is recognized as a premium brand, supplying Wagyu beef to over 100 Michelin-star restaurants worldwide. The ranch's commitment to quality and innovation has allowed it to thrive in a competitive market.
Anticipation for the Super Bowl
As the Super Bowl draws near, excitement builds in the local community. Morgan's sister has been actively promoting the commercial on social media, generating buzz among friends and family. However, Morgan anticipates that many local residents will be caught off guard when they see the ranch featured during the game, as they typically do not follow social media closely. This element of surprise adds to the thrill of the upcoming event.
Broader Implications for Advertising
The significance of the Super Bowl extends beyond the game itself, as it serves as a prime platform for advertisers to showcase their campaigns to a global audience. The University of Nebraska-Lincoln has even organized a class to analyze the effectiveness of the advertisements aired during the event. With the cost of a 30-second ad reaching up to $7 million, the stakes are high, and the impact of these commercials can resonate widely.
Conclusion
Roger Morgan's experience illustrates the intersection of traditional ranching and modern technology, showcasing how small businesses can adapt and thrive in a rapidly changing environment. The feature in a Super Bowl ad not only highlights the Morgan family's dedication to their craft but also emphasizes the growing importance of AI in enhancing operational efficiency. As the Super Bowl approaches, the Morgan Ranch stands as a testament to innovation in agriculture, capturing the attention of both local and global audiences.