Toyota Tacoma ad campaign celebrates Chuck Norris

Viewers may forget that Walker drove a GMC Sierra and a Dodge Ram back in the '90s.

Toyota has launched a new ad campaign featuring Chuck Norris and the Tacoma.

In the multi-format 'Tough as Chuck' ads, the legendary actor helps portray the pickup as rugged and heroic. Naturally, Norris' unique character history helps add a bit of humor.

Some members of the target audience -- families, outdoor enthusiasts, and youth -- may associate Norris with the Ram and GMC pickups prominently featured in the '90s series Walker, Texas Ranger.