TOUGH TRUCKS

Most truck ads focus on towing capacity, torque, and horsepower. So to stand out, we took our “tough trucks” campaign in a different, more-entertaining direction. The result was millions of social views, a huge spike in web visits, and a truckload of high-profile media mentions. Giddyup!

BROADCAST
"Tough as Chuck" – Who’s tougher than Chuck Norris? Truck Norris, that’s who.

Directed by Andreas Nilsson, “Truck Norris” towed in an Editor’s Pick in AdAge, loaded up an "Ad of the Day" in Adweek, trundled into the pages of Lurzer’s Archive, and hauled millions of YouTube views. (Okay, we’re good on truck puns. Roll out.)

The spot inspired people to make—and sell—their own Chuck Norris signature decals.

OUTDOOR

INTERACTIVE

One tough colorizer banner.