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Awakening The Force In Your Brand


How many times have you come across a Star Wars cross-branding ad? If you’ve been around since the first film aired, you probably have come across thousands of them!

Once again, the heroes from a long time ago, in a galaxy far far away, are returning to the big screen. It’s been 10 years since we saw the birth of Luke Skywalker, and 32 years since we saw him being a full-fledged Jedi. Well, now we need only wait another month to see Luke and friends on the big screen once again; even that is too long for most of us!

The closer the release date, the bigger the hype, the stronger the force! We have seen multiple brands use the force within their ads throughout the years. But there are four brands that has done well to use the force of nostalgia in their ads this year around, especially with the release of the first Star Wars VII teaser trailer at the end of last year, which left fans anticipating in excitement. And the sense of nostalgia makes these ads worthy of their weight in gold!

Celebrate Originality by ADIDAS


First and foremost, Adidas had capitalised, especially with their recent relations with Lucasfilm Ltd, by producing an ad for the Superbowl in February. They re-enacted the Mos Eisley cantina scene, where Luke first met Han Solo and Chewbacca, and included the brand’s celebrity endorsers. Watch as Daft Punk, Snoop Dogg, David Beckham, and many more, converse with the Star Wars characters within the original 1977 scene.

Share The Force by TARGET


Then came along Target, the second largest corporate discount-retailer operating across America. They dedicated a webpage to Star Wars – Sharetheforce.com – where people can share a particular memory they have of Star Wars through videos and pictures. Target then created multiple online spots, in order to direct more fans to the page using the videos and pictures people shared on the webpage. One of which was a compilation of people embracing the Star Wars saga in their own way, all the way from 1977 until now.

A New Generation Awakens by WALMART


Shortly after, comes Walmart, the largest corporate discount-retailer in America. Walmart are selling Star Wars products for you to own – from movies, to toys, to costumes and books, you name it, they have it. Thus they created a series of Star Wars ads, titled “A New Generation Awakens”, where parents share the magic of Star Wars with their children – the new generation of fans – in anticipation of the new Star Wars film they will surely be watching together. And they have done well to bridge the gap between generations, with multiple depictions of humorous family-centric Star Wars references.

Battle for Christmas Morning – DURACELL


We haven’t ventured into space yet so I doubt we can turn on our lightsabers without a battery. And what’s the point of having a lightsaber without some imagination? The Jedi Council will surely be disappointed if you didn’t. Thus Duracell truly delivers. Capturing the imaginations of young Padawans as they have some imaginative fun with their lightsabers.

As Star Wars Episode VII: The Force Awakens is nearing release, we will be anticipating many more brands to jump on the Star Wars referencing brand wagon, on top of Episode VII of course!

How will you apply Star Wars into your brand?

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