Ford Takes the Whole G.O.A.T. Thing Too Literally in Latest Bronco Sport Ad

However, there is one thing they are particularly good at, and that's climbing stuff. Mountain goats, in particular, can climb the most difficult trails skipping from one dangerous ledge to another as naturally as you or I walk on the pavement. They may have hooves, but they can make your soft-pawed cat look clumsy.

Considering this, somebody at Ford must have been really happy when they came up with the G.O.A.T. acronym. The letters stand for "Goes Over Any type of Terrain," which is something you could easily say about the animal those initials spell when put together. Clever stuff.

But going from that to actually featuring some goats in a commercial for the new Ford Bronco Sport? Not that clever. It's one of the easiest ideas any creative person could have come up with, but at the same time, you could also argue what the point would be in having the G.O.A.T. acronym in the first place if you're not going to use the obvious association?

Well, Ford certainly did that by suggesting the Bronco Sport was nothing more than a regular colt (here's a good name for a smaller off-road-oriented SUV from Ford, though Mitsubishi might have something to say about that) that was raised by a herd of wild mountain goats. It's the Jungle Book all over again, except with a different setting.

We should probably leave advertising reviews to the professionals, but give the clip below a go and tell us if it leaves you feeling a bit confused. Are you supposed to take it seriously, or is there a very well-hidden tongue in cheek? The music and the voiceover would have us believe it's the former, while the literal goat-G.O.A.T. analogy would have us hoping it's the latter. You know, for Ford's sake.