Featured Video Play Icon

f-150 way of life

This commercial for the Ford F150 bills the truck as the perfect vehicle for the man who needs to “get more done in less time”. It is specifically targeted to men who rely on a pickup truck for work in manual labor professions like construction. In this sense, the commercial asserts that having a reliable truck is “not a luxury – it’s a way of life”.


What role does sound play in the way this commercial is presented? What is the style and tone of the narrator, as well of the background music? How is this “soundscape” connected to the vision of masculinity that the commercial connects to driving the Ford F150?

Critique: This commercial might be critiqued for promoting a narrow vision of jobs that are considered “masculine”. It suggests that those who do not perform manual labor are less manly and not performing much in the way of “actual work”.

Our Funders