Have you noticed that LucasFilm has once again started its marketing effort for the next and last Star Wars movie by bringing their “stars” into high profile spots for mass market companies?
Darth Vader appears as a punch line for both Target and ESPN. Both spots feature a Storm Trooper and the ESPN spot also features C3PO, R2-D2 and Chewbacca.
Every time I see one of these spots… and they’ve done this at 9 months out or so on all three of the new movies… I wonder why they are bastardizing their brand. But I guess that showing themselves as having a sense of humor about the franchise and reasserting the iconic nature of these characters is a higher priority.
It’s a very daring move. William Shatner and Leonard Nimoy making fun of themselves for money is one thing, but these characters are expected to generate a billion dollars at the box office next summer. Perhaps it is the ultimate show of power… Lucas can afford to do what others don’t dare.