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Chuck Norris is no stranger to advertising, but it’s rare we see him not throwing a roundhouse kick or being portrayed as a meme-era Paul Bunyan capable of impossibly epic deeds. (His last ad appearance, for UnitedHealthcare, happily leaned into both.)
This time around, Norris is selling the Toyota Tacoma, billed in the spot as being “tough as Chuck.” Saatchi and Saatchi thankfully skips the tropes of spinning kicks and “Chuck Norris facts,” instead creating an enjoyably bizarre scenario where Norris’ signature imbues a truck with the power to surf, climb trees and (of course) defeat criminals in hand-to-door combat.