Ford Motor Company, an iconic name in American manufacturing, is now in the crosshairs of conservatives after a resurfaced 2022 advertisement for its Ranger Raptor mid-size pickup truck sparked widespread criticism. The ad, which highlights Ford’s effort to “redefine tough,” has reignited debates about corporate wokeness, with critics accusing the automaker of alienating its core audience.
The controversial commercial features two Ford Ranger Raptors tearing through rugged terrain, caked in mud to showcase their off-road prowess. But as the trucks splash through a pool of water, one of them is revealed to sport a pride-themed rainbow paint job—a stark departure from the rugged image many associate with the Ford brand.
The timing couldn’t be worse for Ford. The clip began circulating on social media in mid-2023, riding the wave of conservative backlash against brands like Bud Light and Target for their overt embrace of progressive causes. Many conservatives see these campaigns as unnecessary virtue signaling, and Ford’s rainbow-painted “Very Gay Raptor” has now become the latest symbol of corporate pandering.
Outspoken voices on social media didn’t hold back. The popular X account “I Meme Therefore I Am” criticized the ad, posting, “Ford: How to destroy 120 years of American car history in one minute. I’m so sick of woke companies.” Many echoed similar sentiments, lamenting what they see as Ford abandoning its traditional values to appeal to a progressive agenda.
Ford, however, has defended its campaign. In a statement released in June 2022, the company explained that the “Very Gay Raptor” was created in response to a negative social media comment. What began as a concept quickly evolved into a full-fledged campaign, with the truck appearing at events like the Goodwood Festival of Speed in the UK.
Ford’s statement described the initiative as part of its commitment to “driving out discrimination in the automotive industry and beyond.” The company even hosted a “Tough Talks” series from the truck’s bed, featuring discussions led by openly gay rugby legend Gareth Thomas and other LGBTQ+ advocates.
For many long-time Ford enthusiasts, the ad feels like a betrayal of the brand’s blue-collar roots. Ford built its reputation on the backs of hardworking Americans who value durability and performance over politics. The introduction of the “Very Gay Raptor” seems, to them, like an unnecessary detour into divisive cultural territory.
Critics argue that by leaning into progressive messaging, Ford risks alienating its core customer base—everyday Americans who prioritize substance over style. They see this as another example of a once-great company losing sight of its heritage to chase fleeting social trends.
While Ford’s campaign was initially aimed at promoting inclusion, it’s clear that it has struck a nerve with a significant portion of its audience. As more companies face scrutiny for wading into cultural and political debates, the question remains: Is it worth the risk?
For Ford, a brand synonymous with American ingenuity and resilience, the backlash is a reminder that redefining “tough” might mean sticking to what made them great in the first place. Only time will tell if this gamble pays off or further erodes the trust of its loyal customers.
