LINCOLN — Roger Morgan, a fourth-generation rancher from Burwell, Nebraska, and his team will be taking a break from their international cattle operation in the Sandhills to watch the Super Bowl at the local watering hole. While they’re excited for the game, Roger is looking forward to sharing an even bigger piece of news. Morgan Ranch Beef, known for producing premium Wagyu beef, has been selected to star in Google’s Super Bowl commercial during the biggest game of the year.
“Never in my life did I think I would be part of a Super Bowl commercial,” Morgan shared. “For a guy that wants to stay humbled and rooted in his work… It’s just a very exciting time.”
Wagyu Beef Business Thrives
Morgan Ranch Beef is renowned for its natural Wagyu beef, which is exported to global markets, including Michelin-starred restaurants around the world. The ranch was chosen by Google for its 50 States, 50 Stories campaign, showcasing the impact of AI on small businesses.
Google’s selection was a significant honor for Morgan. “It’s a great representation of our business,” he said. “I’m just thankful to be part of it.”
The ranch’s transition to AI has helped them manage their vast herd more efficiently. “We’re not tech experts, but with Google Workspace, we can streamline our processes,” Morgan explained.
Connecting with the Land
The Super Bowl commercial captures Morgan’s passion for ranching and his deep connection to the land. The 30-second spot features Roger riding his horse through the expansive Sandhills prairie, emphasizing the importance of the environment.
“This is one of the world’s largest untouched prairies,” Morgan says in the video. The commercial showcases how the Morgan Ranch family, spanning four generations, has operated sustainably and ethically.
Horseback riding and ranching are central to the Morgan family’s heritage. Roger’s generation has modernized the business while staying true to their roots.
Ranching with Technology
Despite the rustic setting, advanced technology plays a crucial role at Morgan Ranch Beef. Roger shares how Google Workspace has simplified tasks such as email creation and inventory management.
“I would much rather be out there with the cattle,” Morgan stated, emphasizing the importance of being hands-on while leveraging technology.
The commercial highlights how technology has enabled the ranch to expand its international presence, selling beef to markets in Tokyo and London.
Horses and Cattle Show Their Flares
Recalling the video shoot, Morgan chuckled about the unusual experience. “It was one of the busiest times of the season. The horses all acted funny, the cows were acting off too,” he said. “They just know something is not going like it usually does.”
But the shoot proceeded smoothly. The camera crew got the footage they needed, and Morgan was able to show the world the hardworking team behind the ranch.
Family Legacy
The Morgan Ranch story dates back to 1932 when Aunt Ollie and Uncle Alex moved from New Mexico to Nebraska. “We settled in the Sandhills because it was called the ‘Oasis of Nebraska,’ and we’ve been here ever since,” Morgan said.
In 1993, family members introduced one of the first Wagyu herds in America, setting them on a path to global recognition. Today, Roger and his siblings continue the legacy, striving to uphold the family’s values and innovation.
“It’s been a wild ride, but we’re excited about the future,” Morgan added.
Advertising Analysis in Nebraska
As Super Bowl LIX approaches, Nebraska students will also be tuning in, but for a different reason. Professor Brian Hubbard’s advertising class will be analyzing ads, focusing on which campaigns stand out, what might not have worked, and what is buzzworthy.
The ads are a significant investment, with 30-second spots costing around $7 million. The students will be critical of whether these ads are worth the hefty price tag, considering their performance and engagement.
“It’s a fantastic opportunity for students to learn about advertising, the greatest marketing spectacle, and how companies spend millions to capture viewers’ attention for just 30 seconds,” Professor Hubbard noted.
GET THE MORNING HEADLINES.
Roger Morgan’s story highlights how technology and tradition can coexist, fostering innovation while honoring a rich heritage. As the Super Bowl draws near, Morgan and his team eagerly await their moment on the big screen, ready for another chapter of their remarkable journey.
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