This advert shows a man getting out of his Chevy Colorado and looking out over the mountainous landscape. He sees a mountain goat on a ridge higher than him. They lock eyes and start their competition. The man jumps in his truck and the goat starts running. The man drives up the mountain and smiles because he think he's the "king of the mountain", but the goat stares at him again from higher up. This happens several times until they both just end up on the same peak.
Colorado. Not to be outdone.
Let's go there.