The background just drips, yes drips, with “toxic masculinity” (i.e., heavy equipment, gravel, dirt, etc). It’ll probably “trigger” the “snowflakes” in the target audience to fear the brand, compelling them to seek solace in a Schwinn, Radio Flyer, Fisher Price or similar trike. (At least you didn’t have a barbecue grill fired up in the background.)
Just kidding . . . . or maybe not.