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Toyota channels spirit of Chuck Norris in ad campaign

Broadcast and digital campaign showcases toughness of Toyota vehicles

Joe Duarte
Published: August 20, 2018, 8:00 PM
Updated: August 24, 2018, 9:21 PM

Toyota Tacoma stars in Tough as Chuck

Toyota wants to promote the toughness of its trucks. Rumour has it that Toyota’s compact pickup is so tough that it initially wasn’t going to be named Tacoma, but Chuck Norris.

On a serious note, the company is actually channelling the spirit of Chuck Norris to promote the toughness of the Tacoma in one of its new “Let’s Go Places” commercial spots that began airing this week.

“Tough as Chuck” starts with Chuck Norris autographing a Tacoma fender, which then enables the pickup to perform superhuman feats such as pulling a park ranger out of quicksand, beating up kung-fu baddies, getting a football out of a tree, and even replacing Chuck himself in commercials.

The Saatchi & Saatchi broadcast and digital campaign also features spots with Toyota’s 86, Corolla hatchback, Tacoma and C-HR engaging in a game of tag in an urban setting; Avalon, Camry, Highlander and Land Cruiser navigating a city street while being serenaded by onlookers singing “You are so Beautiful” instead of paying attention to their daily tasks; and 4Runner, Tacoma and Tundra as wild stallions being tamed by cowboys.

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

The campaign aims showcase vehicle performance, capability and style while specifically targeting the vehicles’ specific target audiences, such as adventurers, youth, families and outdoor enthusiasts.