TRUCK NORRIS - "A TRUCK AS TOUGH AS CHUCK."
Sometimes an idea is so badass, it’s not ready for this world. Sometimes that idea has to hibernate for four years to become its most unstoppable self. And, on that rare occasion, an idea can be so epic, Chuck Norris says yes to it. I pitched the idea of Truck Norris for the Toyota Tacoma a full four years before this spot came out. Unfortunately, Chuck wasn’t available, but it was so loved that they brought it back from the dead.
My original script was a 10 minute web-series that had Chuck and the Toyota Tacoma teaming up for impossibly tough adventures. Plot points included pulling someone out of quicksand with a tow hitch, burning Chuck’s portrait in rubber tire marks, and doing kung fu with its dent-resistant side doors. My creative director sent me the final spot and said, this is one of those rare ideas that’s so good it had to be made. Kudos to them for making his autograph the inciting incident, I like that touch.
My original version had a full on 80’s hair band jingle, which would have been even more epic. See the lyrics below and original pitch key frame below.
ORIGINAL PITCH:
The ultimate duo, Chuck Norris and his Toyota Tacoma. Together, they are TRUCK NORRIS!
A tough truck-man team made to haul away evil and tow injustice into the sunset.
ORIGINAL PITCH THEME SONG:
In the style of an over-the-top 80's hair band with epic electric guitar riffs:
TRUCK NORRIS!
A man and his truck. A truck and his man.
An unbreakable team with a glint in their eyes.
A muscled machine to answer your cries!
TRUCK NORRIS!
Over rocks, over mud, over lies, over blood!
There’s nothing this truck-man can’t leave in his dust.
A myth of a legend, the only hero to trust!
TRUCK NORRIS!
Tacoma and Chuck, joined at the fist!
They take a beating, lock it up in a cage!
Four wheels of justice with a bed full o’ rage!
TRUCK NORRIS!
Loading ‘n’ hauling ‘n’ fighting, ‘n’ towing, ‘n’ fighting!, ‘n’ high fiving!, ‘n’ fighting!, ‘n’ fighting!, ‘n’ fighting!, ‘n’ fighting!, ‘n’ fighting!, ‘n’ fighting!, ‘n’ fighting!, (deep breath) ‘n’ fighting!!!!
TRUCK NORRIS!