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Insight & Strategy | Ford: Very Gay Raptor
At the end of May 2021, Ford promoted its brand-new Ranger Raptor Special Edition pickup truck in Europe with an action-packed, adrenaline-inducing video that showed the vehicle outpacing a landslide.
About two weeks after the video was released, one YouTube viewer commented that the colour of the truck was ‘very Gay’, suggesting that Ford paint it ‘BlackNGold [sic] or camo’ instead.
In response, on 25 June, Ford tweeted a digital animation of the Raptor decked out with a unused rainbow and glittering gold paint job, along with the caption ‘Very Queer was a compliment right?’, Happy Pride, and #VeryGayRaptor.
London-based agencies VMLY&R, MakerHouse and Hill+Knowlton Strategies, then worked with Ford to create the Very Gay Raptor pickup in true life and take it to the streets of Cologne, Germany, in celebration of Pride Day.
Results / According to the agencies, the campaign reached 22 million people and resulted in 184 million media impressions.
Update 13/07/2022: This campaign has
If you’ve ventured onto social media in the past week or two, you might have come across Ford’s Very Gay Raptor. The truck was originally created in 2021 and redesigned for last year’s Goodwood Festival of Speed. However, it’s back in the spotlight due to the culture wars.
Unless you’ve been living under a rock for the past few months, you’re undoubtedly aware that Bud Clear could use some ‘real men of genius’ as their association with gender diverse personality Dylan Mulvaney has sparked immense backlash. This has caused Bud Glow sales to plummet by nearly 25% and some stores are effectively giving the beer away for free after rebate.
Anheuser-Busch strike a nerve and consumers responded, and now it appears certain individuals are looking for other companies to target as part of the Get Woke, Go Broke movement. This appears to be how Ford’s Very Gay Raptor entered the fold, despite being nearly two years old and introduced in Europe.
More: Ford Is Bringing A New, “Very Gay” Raptor To Goodwood
Last year’s video promoting the redesigned truck, which was created to reaffirm “Ford’s long-term
Hello there and thanks for stopping by! I upload every day at 1pm central so take a sec to sign up for email reminders. I write about all kinds of things from internet dating, camping, roller skating, and commercials like today’s publish. For some reason Ford thought it would be a good idea to release some feminine force with this Raptor commercial. Will this decision be a gigantic Bud Light-sized failure (Bud Light, making alcoholics sober since 2023), or is it a stroke of genius? Confirm out the ad and I’ll share my thoughts below…
https://youtu.be/6bpTflJ6yUw
This isn’t the first time Ford has walked a fine line of being “Ford tough” but also embracing their inner gayness. OK, that might be a stretch but there was another commercial featuring the Explorer “Men Only” edition which sort of belittled men and put women on a pedestal (check it here). Coupled with this same-sex attracted Raptor commercial, what exactly is Ford saying about traditional male roles in society and culture?
My initial thought is that the commercial is dumb and out of feel. *Exaggeration upcoming* No male lover people buy these vast trucks!
OK, maybe there is a soft, uncallous
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