Creativity

A Tacoma steals the show from Chuck Norris in Toyota's comedic actioner

Andreas Nilsson directs the veteran martial arts star

By Alexandra Jardine. Published on Aug 15, 2018

Editor's Pick

Toyota's new spot features action film and martial arts legend Chuck Norris -- but alas, we see not one of his signature kicks.

The comedic ad from Saatchi & Saatchi sees Norris sign his name on a Tacoma as a favor to its driver fan. We then see the truck taking over as action hero in a number of scenes: it surfs a gigantic wave, plays a tense game of chess, rescues a football from a tree and dances in a club with a woman. Cut to the final scene, in which Norris complains to his agent: "You've replaced me with a truck?"

It's a funny celebrity romp directed by Andreas Nilsson of Biscuit, who's no stranger to working with action stars in ridiculous scenarios. He famously directed Jean-Claude Van Damme in Volvo's "Epic Split," which more cleverly wove together talent, comedy and concept.

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Credits

Date
Aug 15, 2018
Client:
Toyota
Agency:
Saatchi & Saatchi LA
Chief Creative Officer:
Jason Schragger
Global Creative Director:
Marc D'Avignon
Associate Creative Director/Art Director:
Andrew Reizuch
Associate Creative Director/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 Communications:
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 Company:
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 Company:
RPS
Executive Producer:
Rana Martin
Producer:
Cristina Matracia
Editor:
Olivier Bugge Coutte
Telecine:
A52
Color Artist:
Paul Yacono
Finish:
A52
VFX Supervisor/Lead Compositor:
Jesse Monsour
Finishing Producer:
Drew Rissman
Executive Producer:
Kim Christensen
Special Effects:
A52
Original Music:
Mophonics
Sound Design:
Kim Christensen
Sound Design Company:
Noises Digital
Mix:
Rohan
Mix:
Lime Studios

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