There are no real rules to today's modern world of motoring advertising.
It used to be simple. Commercials would either feature a celebrity cameo, an enthused voice-over artist barking prices and specs, some lightly sprinkled misogyny — or all three at once.
But the game has moved on. A current campaign could lean on nostalgia, explore the idea of trusting our children to autonomous overlords, compare women to used cars (re-read 'misogyny') ... or heck, it could even involve simply giving away a car outright.
Thankfully there aren't rules, because if there were there's no way this new US commercial for the Toyota Tacoma would get over the line.
It features Chuck Norris; the man who counted to infinity twice, the man who once cheated on his English test with a calculator, the man who can cut a knife with hot butter. the man who makes onions cry (I can do these all day).
The basic premise of what we're watching is that the Tacoma (a stateside compact dual-cab pick-up with a throaty 3.5-litre V6 under the bonnet) replaces Norris in a modern equivalent of Walker, Texas Ranger.
Reprising Norris' swashbuckling do-anything-kill-anything role, the Tacoma shows its mettle as an enterprising maverick playboy surfer that knows karate.
Advertising. What a strange profession.