If you watch football on Sundays, you probably already know that it's GMC Truck Month. In fact, by my reckoning, we are entering the sixth week or so of GMC Truck Month. To be fair, it's entirely possible that I'm confusing Ford Truck Month with GMC Truck Month- perhaps they overlap? But to tell you the truth, I rarely remember what truck I just saw plow across my screen, let alone the company that built it.
Here's what I do notice- that buying a truck is all about Being an American Male. It's not just Denis Leary's voice sneering that it's time to put down the fricking protractor, Poindexter, and get yourself into one of these behemouths. It's not just Howie Long nodding condescendingly at Not Quite Masculine Enough Lesser Truck Owner as he attempts to use his truck's "man-step." It's the constant To Hell With You and Your Girly Planet, Pansy imagery that adorns all these commercials- the crashing through forests and streams, the leaping small canyons in the desert, and the apparently endless search for mud to spatter all over these oversized monsters.
And if the connection between blatant maleness and dirty trucks isn't obvious enough, not to worry- virtually every other scene is something heavy and filthy being dropped from five feet or so (WHY? Why can't the battleship engine, shipment of lead pipes, or pallet of Big Greasy Things be placed into the truck bed instead of dropped?) accompanied by a spray of dirt and oil into the screen. In case you STILL aren't convinced, stay tuned as dirt-encrusted men emphatically clap their filthy gloved hands together, slam doors to create clouds of dust (whenever I see this I wonder, Why are these guys pissed at their trucks?) and grin at us through coats of grime on their lined, determined-to-do-something-manly faces.
I don't get it. What does buying a truck in order to wreck its shocks and cover it in filth have to do with being a man? Are there really a lot of guys out there who need trucks with "sufficient payload?" (oh, if only Freud were here to deal with THAT claim.) Whenever I see one of these trucks on the road, it's being driven by a guy in a suit, and it's so clean it gleams. I wouldn't even know WHERE to take a truck to give it its required coat of gunk. Would I be expected to mix up mud in my back yard and just douse it before heading off to Office Depot to buy a truckload of heavy stuff?
And is GMC Truck Month going to end sometime before Christmas?