Once upon a time, back in 2008, Chuck Norris jokes were all the rage on the internet. The internet moves on quickly, though, and the former Walker, Texas Ranger star is no longer the butt of jokes referencing his super-human strength and toughness.
That hasn’t stopped Fiat Professional from signing the kung-fu expert on as its new brand ambassador, however. The company claims Norris is “an ironic incarnation of the Fiat Professional brand values,” making him the perfect person to star in its upcoming ad campaign that is to go on air in Europe in June.
“In line with the new advertising platform that will go on air throughout the EMEA region in June, Fiat Professional presents its fantastic new brand ambassador. Chuck Norris, the famous US actor, film producer and martial arts expert. During the last few years, popularity on the web has been added to his successful career on TV and cinema screens all over the world: since 2005, the myth and actions of his “indestructible” character have generated viral contents – “Chuck Norris facts” – that have made him an Internet cult hero and a genuine web phenomenon.”
We’re not sure how Fiat Professional plans on working Norris into the new marketing campaign, but we’re certainly eager to find out. No matter how they use his likeness, it seems he’s the perfect fit for the company. Fiat Professional says Norris exhibits the same qualities as its vans: determination, reliability, dynamism and competence, and marketing research has shown him to be the best brand ambassador in terms of relevance, affinity and appeal for professional customers in Europe.
Keep an eye out for the Chuck Norris/Fiat Professional commercials when they air next month.