In a bold move that’s grabbing headlines, Ford has thrust itself into the heart of woke advertising with the unveiling of its “Very Gay Raptor.” The American car giant is aiming to redefine the concept of toughness, but it seems their approach has ruffled some feathers among conservative circles.
The social media resurgence of a 2022 Ford advertisement featuring the “Very Gay Raptor” has ignited a fiery debate over the company’s embrace of progressive messaging. Conservative commentator Caroline Wilder was quick to tweet her reaction to the ad, which has gained renewed attention amid the ongoing Bud Light boycott.
The ad itself showcases two rugged Ford Raptors conquering treacherous off-road terrain, caked in mud. As the trucks roar through water, the mud is washed away, revealing their pristine paint jobs. However, it’s the splash of vibrant rainbow colors on one truck that’s stealing the show, covering the hood and flowing down its sides. The symbolism is hard to miss.
Caroline’s tweet garnered strong reactions from the Twitterverse, with some expressing their intent to divest from Ford stocks as a form of protest. Others found irony in Ford’s stance, comparing it to Bud Light’s recent decision to feature a transgender individual on their cans, a move that reportedly cost the beer company a significant chunk of revenue in a matter of weeks.
Detractors of the “Very Gay Raptor” argue that Ford’s marketing executives have lost touch with the heartland values of the everyday American. One Twitter user even quipped, “Displaying woke virtue is simply an executive indulgence, a detachment from the pulse of this country. Their progressive bubble blinds them to the true values held by middle America.”
Adding a touch of humor, another tweet playfully suggested that during the race, one of the trucks – let’s call it the “red truck” – had an awkward encounter with the “Very Gay Raptor,” misidentifying it as a Lamborghini and causing an emotional breakdown. While this might be an exaggeration, it’s clear that the tension between traditional and progressive viewpoints has hit a boiling point.
Ford, however, is doubling down on its “Very Gay Raptor” stance. In a statement released in June 2022 titled “FORD’S ‘VERY GAY RAPTOR’ SET TO REDEFINE ‘TOUGH’ AT GOODWOOD,” the company announced its intention to continue showing solidarity with the LGBTQ+ community at the Goodwood Festival of Speed.
The event showcased not only the “Very Gay Raptor” but also the Next-Gen Ranger Raptor, and included live discussions on promoting inclusivity within the automotive industry. Ford brought in notable figures such as Welsh rugby legend Gareth Thomas, the first openly-gay rugby union player, to lead these “Tough Talks” sessions.
The “Very Gay Raptor” itself emerged in 2021 as a response to an online comment, and its popularity led Ford to bring it to life as a symbol against discrimination. The truck’s appearance at the festival was characterized by a video where both the “Very Gay Raptor” and the Next-Gen Ranger Raptor blazed through off-road terrain, each asserting its tough capabilities regardless of their distinct identities.
In the midst of this debate, it’s undeniable that Ford’s gamble with the “Very Gay Raptor” has paid off in terms of generating discussion. However, whether this conversation will translate into long-term support from all corners of the American market remains to be seen. As the dust settles, it’s clear that Ford’s journey to redefine “tough” has triggered a wider exploration of values in an increasingly divided society.
