It was created by Chevrolet, so there's not much excuse here. We've got images of random guys working as ranch hands and cowboys and maybe even not being cowboys but wearing cowboy hats randomly like that lawyer guy from
Binder and Binder. It's a country song, whatever, that sort of goes with the territory. The lyrics, though, are in another class of awful for a car ad. They herald monogamy, working overtime, and not being "just tough," but "strong."
It's pandering, plain and simple.
As someone who's worked on a farm in the past, I can tell you that a lot of things do matter when buying pickup trucks, but strangely monogamy wasn't one of them. Payload capacity, towing ability, torque, fuel economy, and reliability were things that mattered. Most pickup truck ads feature these things.
Just so you don't think I'm just picking on Chevy, the company has made some fantastic and iconic pickup truck ads. One that immediately comes to mind is their "Like A Rock" campaign:
What's The Worst Car Commercial Music Of All Time?