Morgan County farming family featured in 2024 Super Bowl ad

SPRINGFIELD, Ill. (WCIA) — During commercial breaks for the Super Bowl, not only will people see celebrities and products but also a Central Illinois family.

Illinois Farm Families is back with another Super Bowl commercial for the “We are the 96%” campaign, highlighting the fact that families own 96% of Illinois farms. The ad this year is titled “Career Path.”

Commercial featuring Illinois farm families to debut at Super Bowl

Five families are featured in the 30-second ad, including the Marr family from Morgan County. Marty Marr works with his wife, brother and sons on their farm in New Berlin, raising beef, corn and hay.

“What an honor it is to be able to represent this legacy and this lifestyle during the Super Bowl this month,” Marr said. “I’m only one example of what family farms in Illinois look like, but I know it is so important for all the non-farming families in Illinois to see our families and to understand that we are the ones growing their food and fuel.”

Marr hopes viewers can see his family’s passion from the commercial, and find similarities between his family and their families.

“We look just like them in so many ways and we all value the same things – family, relationships, protecting our soil and water for future generations, building opportunity for our kids to find a future in the job that they love,” he said.

The advertising campaign launched last year also on Super Bowl Sunday. Over the year, more than 25 families were featured in different advertisements and promotions as a part of the campaign.

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The ad will play in the Champaign, Peoria-Bloomington, Quad Cities, Quincy, Rockford, St. Louis and Harrisburg TV markets. The Super Bowl kicks off Sunday at 5:30 on CBS.

After Super Bowl Sunday, viewers can find the ad on Illinois Farm Families’ website and Facebook page.

More information on Illinois’s farming families can be found by visiting the campaign’s website.

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