Ads celebrating driving are often hypermasculine, filled with fast cuts of men being, well, men.

But this is 2018 and, thankfully, our idea of what makes a man a man has changed.

Instead of going for close-up shots of power tools and muscles, Edmonton’s Haste Post Haste for Westcan Bulk Transport opted to show the softer side of truckers with a moving two-minute music video.

A stirring rendition of Wilson Pickett’s “Don’t Let the Green Grass Fool You” plays as viewers see the journey of a teen boy growing up to be a man.

It starts with a teen boy excitedly getting in his truck, leaving his mom behind.

Later, we see that boy has become a trucker for Westcan Bulk Transport. Later still, he becomes a husband and a dad. Turns out this ad does show some muscles, as the trucker  is shown cradling his adorable baby girl whilst wearing a tank top (we’ll take it). It seems this man might actually be a part-time trucker and a full-time heartbreaker.

We then see his daughter grow into a teen playing with a toy truck from her dad. The affecting ad, that’s already racked up more than 38,000 views on YouTube, ends by cutting back to a scene of the trucker as a teen boy before he became a man.

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Credits

Brand: Westcan Bulk Transport
Advertising agency: Haste Post Haste, Canada
Executive creative director: Christian Dendy
Creative director: Grant Currie
Art director: Sara Ferguson
Copywriter: Dale Bochon
Account manager: Erika Navarra
Production company: Back Road Productions
Producer: Blake McWilliam
Director/editor: Dylan Rhys Howard