This study examines the development of the portrayal of the ideal Indonesian man across six different eras (1977-2025) in Toyota Kijang television advertisements. Using Multimodal Discourse Analysis (MDA), especially the three metafunctions: Ideational/Representational, Interpersonal/Interactional, and Textual/Compositional concepts (Halliday, 2014; Kress & Leeuwen, 2021), the study analyzes how both visual and verbal elements construct and reinforce the dominant idea of masculinity, which Connell and Messerschmidt (2005) call as hegemonic masculinity. Early advertisements (197-1996) emphasized tangible attributes of physically strong men and the ability to present themselves as heterosexual men. The middle era (1997-2015) shifted to intellectual and financial roles, portraying men as authoritative decision-makers and breadwinners burdened by domestic family turmoil. In recent years (2015-2025), the ideal male is defined by economic success and mastery of advanced technology in the urban environment. The findings conclude that Toyota Kijang advertisements consistently link a man’s identity and patriarchal social status directly to his vehicle, thereby perpetuating hegemonic masculinity in the Indonesian context.