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Former "Walker, Texas Ranger" and action movie actor Chuck Norris stars in a number of humorous TV ads for T-Mobile and its satellite-TV service that are rapidly becoming pop-culture memes in the Czech republic and Central Europe.
In them, Norris seems lost dealing with Czech Christmas customs.
The Prague office of Saatchi & Saatchi also loves them as the response has been overwhelming for T-Mobile.
"Everyone in the country knows him. My mother knows him," says Martin Jaros, vice president of market communication at T-Mobile in the Czech Republic. "And he's somehow got a second life among young people and the Internet generation."
