GLOBAL, JANUARY 2011 – At 70, Chuck Norris is still kicking. Although he has not appeared in a film in years, he still is very much part of pop culture as an internet meme. In Saatchi & Saatchi Prague’s series of commercials for T Mobile, the martial artist gets into some unusual spots with the Czech family he spends the holidays with, eroding his tough-as-nails image.
In the first spot, Norris is asked to help the mother to kill the Christmas carp, but he faints in the attempt. In the second, he is asked to snap a photo of a mother and son in the ice rink. He misunderstands the question, which was said in Czech, and replies that he is not Bruce Lee ("ice skating" in Czech sounds like Bruce Lee). In the final spot, the father tries to kid with a sleeping Norris and shows off to a friend on Skype. Norris awakens and takes the father down.
The series was directed by Marc Sidelsky of Bouffant for Starlite Productions and Saatchi & Saatchi Prague. The commercials on YouTube have been viewed by more than 4.5 million people.
CREDITS
CLIENT: T Mobile Czech Republic
PRODUCT: T Mobile
MARKETING EXECUTIVE: Martin Jaroš
MARKETING AND BRAND MANAGER: Jan Stanko
AGENCY & CITY: Saatchi&Saatchi, Prague
EXECUTIVE CREATIVE DIRECTOR: Jakub HanzlíÄek
CREATIVE DIRECTOR: Radouanne Hadj Moussa
COPY WRITER: Jan Ridl
ART DIRECTOR: David Podhola, Viktor Říha
AGENCY PRODUCER: JiÅ™í Mika
PRODUCTION CO & CITY: Starlite Productions, Prague /Bouffant
DIRECTOR: Marc Sidelsky ( Bouffant )
EXECUTIVE PRODUCER: Petr Keller
PRODUCER: Vladimír Lhoták
DIRECTOR OF PHOTOGRAPHY: Sebastian Milaszewski
ONLINE POST PRODUCTION CO & CITY: UPP, Prague
EDITOR: Petr Mrkous
MUSIC: Lumír Hrm
