Chuck Norris Gets Replaced by Truck Norris in This Wonderfully Over-the-Top Toyota Spot

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. [kickout id="1"] The spot has its own action-comedy pedigree of note: Director Andreas Nilsson of Biscuit Filmworks also created the famed Volvo Trucks spot "Epic Split," featuring Jean-Claude Van Damme. Obviously Nilsson is the one to call if you want to make the most of a retro action hero. The new campaign, "Let's Go Places," uses Toyota vehicles to replace a variety of other people and animals beyond just Chuck Norris. While each spot centers on one type of ride, they end with beauty shots of each model in the new Toyota lineup. “This multi-model campaign approach allows Toyota to reach targeted audiences with a variety of products rolled under one over-arching campaign,” says Ed Laukes, group vice president of marketing at Toyota North America. “By showcasing multiple models in a single spot, we can reach the right customer without a lull between individual vehicle campaigns.” Check out some of the other spots and credits below: [kickout id="2"] [kickout id="3"] [kickout id="4"] CREDITS: "Tough as Chuck" Client: Toyota Motor North America, U.S.A., Inc. Agency: Saatchi & Saatchi Chief Creative Officer: Jason Schragger Group Creative Director: Marc d'Avignon Creative Director: Kevin Samuels ACD Art Director: Andrew Reizuch ACD Copywriter: Dan Sorgen Art Director: Mattei Robison Executive Director, Integrated Production: Lalita Koehler Director of Content Production: Sara Seibert Executive Producer: Richard Bendetti Senior Producer: Marina Korzon Senior Integrated Producer: Holly Otto Music Supervisor: Kristen Hosack Director of Project Management: Angela Montoya Senior Project Manager: Vonia Arslanian Managing Director: Al Reid Group Account Director: Andrew Corpman Group Account Director: Courtney Husk Account Director: Carla Weaver Account Supervisor: Chelsey White Account Executive: Katie Martin Assistant Account Executive: Priscilla Mon Chief Strategy Officer: Mark Turner Managing Director, Connection & Insight Strategy: Don Longfellow Group Director, Connection & Insight Strategy: Evan Ferrari Executive Communications Director: John Lisko Group Media Director: Tom Scott Director, Media Communications: Breanne Carpenter Group Director, Earned Media & Public Relations: Romina Bongiovanni Associate Director, Public Relations: Kimberly Harms Broadcast Traffic: Nadzyah Guillermo Director, Business Affairs: Linda Daubson Sr. Business Affairs Manager: Kathi Bolliger Talent Payment Manager: Priscilla Rocha Director of Product Information: Matt Hardesty Group Vice President, Toyota Marketing: Ed Laukes Vice President, Vehicle Marketing and Communication: Lisa Materazzo General Manager, Brand/Cross Vehicle Line/TDA/Education: Scott Wracher National Manager, Brand and Multicultural Marketing: Siani Kiyonaga Manager, Brand and Multicultural Marketing: Ernesto Del Aguila Senior Brand Marketing Analyst: Brock Cartlidge Brand Marketing Analyst: Sam Adams Production: Biscuit Filmworks Executive Producer: Holly Vega Founding Partner / Managing Director: Shawn Lacy Line Producer: Kathy Rhodes Director: Andreas Nilsson Director of Photography: Peter Deming Editing: RPS Executive Producer: Rana Martin Producer: Cristina Matracia Editor: Olivier Bugge Coutte Telecine: A52 Color Artist: Paul Yacono Finish: A52 Visual Effects Supervisor / Lead Compositor: Jesse Monsour Finishing Producer: Drew Rissman Executive Producer: Kim Christensen Special Effects: A52 Original Music by Mophonics Sound Design: Kim Christensen @Noises Digital Mix: Rohan @Lime Studios

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Chuck Norris Gets Replaced by Truck Norris in This Wonderfully Over-the-Top Toyota Spot

Saatchi goes places with its playful new campaign

David Griner

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