Honda is using their expensive TV spot during Super Bowl 50 to promote the Ridgeline pickup truck. That’s what you do when you audience is mainly comprised of beered-up, testosterone-filled men who find their joy in shouting at football players on TV.

In this spot Honda showcases the Ridgeline’s handy dual-action tailgate and in-bed trunk, suitable for storing guns and ammunition in states that don’t allow open carry. We’re not so sure about the truck-bed audio system though, enabling music to play outside the truck. It makes the lambs sing, but we think everybody liked their silence better.

https://www.youtube.com/watch?v=kTaCT8ZmdJA

The ad is directed by Oscar-nominated director Bryan Buckley who has made over 40 “Big Game” commercials.

“Great Super Bowl spots are entertaining for the fans while communicating an essential value of the product, and we believe our Honda Ridgeline commercial accomplishes both objectives in dramatic fashion,” said Jeff Conrad, senior vice president and general manager of the Honda Automobile Division. “With so many truck buyers passionate about football, the big game is the perfect setting to introduce the all-new Ridgeline, and the distinctive features that make it the ultimate tailgating vehicle.”