Mike Huckabee's collaboration with Chuck Norris – a minute-long advert suggestively called HuckChuck Facts – provides a playful window into the political culture of celebrity endorsements. With HuckChuck Facts, Huckabee isn’t rewriting the book on celebrity endorsements nor is he reframing the way celebrities serve as the golden mouthpieces for a candidate’s campaign; what he is doing, however, is engaging in a playful reconsideration of how celebrity endorsements are constructed, disseminated, and marketed to the young (read: hard won) 18-30 demographic. This short clip illustrates an important shift in the way Presidential candidates have used various media to shape, control and manage their image in the new media environment. Here the Huckabee campaign chooses its subject carefully, enlisting the services of the iconic (and ironic?) Chuck Norris to bolster the young electorate’s identification with the Republican conservative. What makes the spot different from most conventional campaign ads is Huckabee’s engagement with popular culture/kitsch and his use of irony as a rhetorical strategy. Riding the wave of popularity made possible by chucknorrisfacts.com, an ever-growing archive of Chuck Norris-related jokes, Huckabee et al. appropriate and remediate the comic and ironic features of the jokes to sharpen both the candidate’s image and to put his cultural capital on display. At first glance, the unexpected pairing of Huckabee and Norris produces an initial response from the viewer: this must be a parodic/satiric text! The difficulty (first-time) viewers have ascertaining the intended meaning of the ad speaks to the ironic play at work in the text; that we are never entirely certain of where the irony is directed also makes this spot worthy of further consideration. Although Huckabee does well to generate viewer interest, one wonders what these double-edged ironic utterances reveal about this “principled, authentic conservative” Does the irony at work in this “Chuck Norris approved” ad serve as a vehicle to deflect serious critical inquiry? Does Huckabee use HuckChuck Facts to defer having to address key issues like illegal immigration (“My plan to secure the border? Two words: Chuck Norris!”)? As political humour scholar Paul Lewis reminds us, the good news about humour is frequently also the bad news: that it can be used to deflect and dismiss much needed critique.