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Behind The Scenes Of The Star Wars Currys Ad

M&C Saatchi have pulled off quite a coup by persuading Star Wars creator George Lucas to hand over R2-D2 and C-P30 for use in an ad campaign this weekend to promote Currys, of all people.
Lucas has even provided a group of Imperial Stormtroopers to turn up as a marketing stunt for the opening of one of a chain of new Currys megastores, which the ad campaign is designed to promote. In the TV commercial, the two much-loved Star Wars robots are depicted breaking into Currys and becoming intrigued by various electrical items, with R2-D2 getting jiggy with a Hetty Hoover.
As a creative idea it reminds me of the Wieden & Kennedy ad for Honda featuring the Japanese company’s robot Asimo wandering around various museums on a mission of discovery before coming face to face with the outfit of a Russian spaceman, which he mistakes for his reflection.
M&C creative head Graham Fink persuaded Lucas and his team to release the R2-D2 and C-P30 at a reasonable rate in return for featuring them in the commercial playing the new Star Wars game on a big screen in Currys. I suppose if you’re going for that robot theme then R2-D2 is about as good as it gets.
The Currys ads are directed by Sam Brown (known for shooting Foo Fighters videos and the recent BBH ad for Audi showing the R8 Spyder dodging cars in London’s Excel Centre). An accompanying poster campaign has been shot by David Bailey. It’s all quite ambitious for a brand that you normally associate with very tame advertising based on lists of prices (a traditional strategy but one that is very effective in driving sales). The new TV ads break tomorrow night during the X Factor. It should be among the most memorable campaigns of the year, but whether it actually sells more units than those old school lists of special offers remains to be seen.


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