Adventures in Advertising: I Love What You Do for Me, Chuck - Let's Go Places
If it wasn’t for celebrity ad appearances, I wouldn’t know that [s]Jim Rockford[/s] James Garner thinks the Mazda 626 is a great buy, or that Twilight Zone creator Rod Serling chooses the Ford LTD over all other domestic two-door hardtops, simply for the cabin noise level. Meanwhile, red-blooded males across America still can’t shake those recurring thoughts of the Mercury Milan AWD V6.
We owe a great debt to Hollywood.
And Toyota now owes a big, fat check to Chuck Norris, a 78-year-old man famous for driving a Dodge Ram pickup in a show where violent men routinely and inexplicably dropped their guns in order to engage each other with fists. The automaker gets playful in its latest spot for a truck it can’t help but sell boatloads of.
Chuck Norris — martial arts star, film star, TV star, impervious to the aging process — signed on for a new Toyota TV spot (“Tough as Chuck”) featuring both himself and the Toyota Tacoma. And it’s remarkably cheeky and unserious in a way that’s sure to please adults with a sense of humor. Since most ads are such god-awful crap, this one stands out among recent entries.
We first see Chuck, decked out in his usual uniform of jeans and a comfortable cotton shirt, plowing his paw through a pile of concrete blocks placed outside a hardware store. It’s implied he randomly felt compelled to do this, despite the fact those blocks are simply on sale (half off, actually). A passer-by with a Tacoma asks him to autograph his truck. Norris, with a steely gaze capable of shattering tempered glass, says he’d be glad to. In a panned-out shot, we see he’s been at the hardware store all day, laying waste to concrete.
It seems there’s no resisting that urge.
Nah, it should be Walker Texas Ford Ranger! Actually I bet a lot of his fans will be pissed over this.
"We owe a great debt to Hollywood." No, we don't; Mr. Serling notwithstanding.
We're used to Jan and "Toyathons". Most Toyota advertising is just gawd-awful, including grounded to the ground and the new ad showing Tacomas escaping from a corral. Perhaps the less than brightest Toyota executives were out in the marketing department?
I love it. Kudos also to Chuck for finding yet another way to remain relevant while poking fun at his own public image.