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Star Wars As Modern-Day Brand Builder

Star Wars As Modern-Day Brand Builder
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The near-sacred cinematic masterpiece has provided a unique, and often humorous, platform for today's products.

Daniel Edmundson
  • 7 june 2010

We’re sure few could’ve predicted that Han Solo and Luke Skywalker would be gracing the screen again–even more so, to promote today’s top brands and most probably viewed on a computer screen rather than the theater–but they’re back.

Unlike Nike, who presented the game’s global significance from a close, cultural perspective, Adidas revived the classic Star Wars characters for their savvy World Cup campaign, adding a bit of today’s star power to maintain its futuristic flare.

The spot, with a soundtrack provided by Daft Punk, and cameos featuring Snoop Dogg, Noel Gallagher, Ciara, David Beckham and Ian Brown, provides a new take on the cinematic gem that is the Star Wars cantina scene.

The move may be seen as risky, presenting popular figures from a former generation of film into a modern context, but Adidas thinking behind the campaign was rather strategic. Insight from Tom Ramsden, global director of communications at Adidas Originals:

“The theme of the 2010 Originals campaign is a neighbourhood of originality. So when we thought about how to best present Adidas’s partnership with Stars Wars and the 2010 Fifa World Cup we immediately thought of temporarily turning the Mos Eisley Cantina into a place to watch some football and invite some friends along.”

Check out the ad below:

Not to be outdone, and although on a much different scale and comedic style, a viral video featuring a popular Star Wars scene has been spreading throughout the web, as an ad-dendum to Apple’s iPad.

See below for that video:

Adidas

[via The Guardian]

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