The internet is suddenly abuzz with an old Ford advertisement that’s found its way back to the spotlight on social media. The ad showcases what Ford has cheekily labeled the “Very Ga* Raptor,” a vehicle designed to give a new dimension to the conventional understanding of “tough.” Notably, the ad is receiving renewed scrutiny amidst a boycott against Bud Light.
In the advertisement that has resurfaced, two rugged Ford Raptors are shown engaged in a thrilling off-road race, seemingly built to weather the worst terrains. They career through muddy tracks until they are both generously coated with muck.
The adrenaline-filled sequence climaxes as they surge through a body of water, washing off the mud and revealing their underlying paint jobs. Surprisingly, one of these formidable vehicles bears a bright and expansive rainbow decal that spans its hood and extends all the way to its sides.
It was not long before Twitter users, spotting this blast from the past, voiced their criticisms about the “Very Ga* Raptor.” Caroline Wilder, a conservative commentator, was one of those whose tweet about the Ford ad stirred the pot.
— Caroline (@carolinecwilder) May 17, 2023
Responses to the tweet varied from users expressing their intentions to drop their Ford stocks, to others who humorously contrasted Ford’s marketing strategy to that of Bud Light. Some even compared Ford’s decision to feature a transgender individual on their cans and subsequently witnessing a significant drop in their revenue.
In another interesting comment, a user noted that these types of advertisements were evidence of how out-of-touch corporate executives could be with the average American consumer. They argued that such display of ‘wokeness’ was tantamount to unintentionally revealing their seclusion within high-end societal circles.
These executives, they suggested, were misjudging the American values by associating them exclusively with progressive ideologies simply because that’s the demographic they predominantly interact with.
Yet another user responded to the ad with a humor-infused critique, narrating an imaginary incident that took place during the off-road race. They joked that the red truck ‘misgendered’ the rainbow vehicle, which apparently identified as a Lamborghini, by referring to it as a “truck.” The hypothetical scenario ends with the rainbow-decorated truck breaking down in sobs, stalling the race for several hours, which ostensibly explains why the final scene of the advertisement was shot during the evening.
Ironically, if Ford was intending to follow in the footsteps of Bud Light and Adidas by embarking on woke advertising, it probably should have used such strategies to boost the popularity of its electric truck, the Ford Lightning. Unfortunately, this vehicle had its own share of difficulties, much like the controversial advertisements.
Motortrend, a well-respected outlet in the automobile industry, delivered a scathing report on the Ford Lightning. Despite its high cost, the vehicle struggled, especially when it came to towing a trailer. The report noted that a fully-charged Ford F-150 Lightning with the largest available battery pack still held less energy than a standard F-150 with a mere four gallons of gasoline in its tank.
To put that into perspective, imagine how far a regular F-150 could tow at maximum capacity with just four gallons of gas—approximately 35 to 40 miles if driven cautiously? By contrast, the electric F-150’s towing range is shockingly dismal. The report concluded that an F-150 Lightning Platinum, even when saddled with a camper that was close to its 8,500-pound towing capacity, struggled to cover even a hundred miles.
In conclusion, while companies like Ford and Bud Light seem eager to embrace socially progressive advertising strategies, they must remain vigilant about not losing touch with the core values and expectations of their diverse consumer base.