Chuck Norris Signs Toyota Tacoma Into Surfing and Tree Climbing

It also went more digital than ever before, as its Let's Go Places public identity has spawned countless commercials on the online platforms.

But Toyota never went as far as to climb a tree. Or surf. Or play chess. That’s because despite being a customer favorite and having a new commercial identity, Toyota was not tough enough.

Luckily, a guy in a remote American town somewhere parked his Tacoma right in front of a local store. As it happened, in front of the same store stood the man who can unscramble an egg, Chuck Norris. Only he was not standing, he was busy breaking some bricks with his bare hands.

Asked to ink his name on the side of the Tacoma, Chuck Norris does more than that. He transfers part of his legendary toughness to the four-wheeled object that quickly becomes a super-hero, super-smart, super-stealth, Tough as Chuck Toyota.

You can see how the Tacoma is fighting crime and surfing tsunamis in the video attached below. It is part of a longer series of advertising flics that started with “The Untameables” clip in June and will continue with several others.

“This multi-model campaign approach allows Toyota to reach targeted audiences with a variety of products rolled under one over-arching campaign.” said in a statement Ed Laukes group vice president, marketing, Toyota Motor North America.

“By showcasing multiple models in a single spot, we can reach the right customer without a lull between individual vehicle campaigns.”

Toyota calls this new advertising series, created by Saatchi & Saatchi, heroic and amusing. And for what it’s worth, this new Chuck clip – by the way, does the guy still makes movies? – lives up to expectations.