Chuck Norris long has been credited with deciding what time it is, scaring off the boogeyman and not appearing on Mt. Rushmore because the granite there isn't tough enough for his beard.
Those are among the popular Chuck Norris "facts," now documented in "The Official Chuck Norris Fact Book."
He also has a serious side, as a sought-after columnist for WND as well as the author of "Black Belt Patriotism."
But his newest stunt is definitely in the former category.
He appears in a new commercial for the Toyota Tacoma pickup truck.
See the ad:
He starts out breaking concrete blocks with his hands, then is asked to sign the truck.
The booming narrator takes over: "From the clenched fist of a legend rises a new action star, a hero who's always there to save the day, and the night.
"A hero with all the right moves.
"And moves you've never expected.
"A hero born to outsmart the competition and lives to conquer any challenge."
The truck rescues a man from quicksand, plays chess, retrieves a football from a tree, dances and surfs.
The punchline?
Chuck Norris is in an ad agency, asking incredulously, "You replaced me with a truck?"
At Creativity Online, a commentary lamented "we see not one of his signature kicks."
The report notes the ad, from Saatchi & Saatchi, is 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."
The Volvo ad inspired a spoof in which Norris is depicted doing the splits between the wings of two jets in flight while holding a human Christmas tree of nearly a dozen airborne comrades on his cowboy hat.
See the video:
The video added fuel to the online rage over Norris as a bigger-than-life character whose "facts" seem to grow each day.
One of the "facts" is that he doesn't wear a watch; he decides what time it is.
Maybe truer than not? Businessweek reported in 2013, in an article titled "The State of Chuck Norris is Strong," that he was the only celebrity "who ranked in the top 10 in recognition while also turning up in the top 50 for overall value."
"Over the past half-century, as the age of the celebrity has taken over American public life, a cottage industry has emerged to assist advertisers in their all-important search for the perfect face to slap on, say, the side of their honey-baked ham," Businessweek said. Helping brands measure a celebrity’s value is a competitive field and one that continues to get increasingly specialized."
A career that culminated in repeated world martial arts championships was followed by successful careers both in movies and television, where he appeared in "Walker, Texas Ranger" for eight seasons.
Norris admitted some of his favorite "facts"Â include:
- "When the Boogeyman goes to sleep every night, he checks his closet for Chuck Norris."
- "Chuck Norris doesn't read books. He stares them down until he gets the information he wants."
- "Outer space exists because it's afraid to be on the same planet with Chuck Norris."
When asked what he thought about the phenomenon, Norris said: "My answer is always the same: Some are funny. Some are pretty far out. And, thankfully, most are just promoting harmless fun."
Norris also downplays the notion that he's some sort of superhero.
"I've got a bulletin for you, folks. I am no superman. I realize that now, but I didn't always. As six-time world karate champion and then a movie star, I put too much trust in who I was, what I could do and what I acquired. I forgot how much I needed others and especially God. Whether we are famous or not, we all need God. We also need other people."