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By Stephen Lepitak, -

November 1, 2011 | 2 min read

Electrical retailer Dixons Retail will roll out a multi-million pound advertising campaign featuring Star Wars villain Darth Vader, as it continues its partnership with LucasFilm.

The advert, created by M&C Saatchi, will aim to hlightlight the in-store customer service provided by Currys and PC World, and will break during the X-Factor on Saturday 5 November, running for three weeks.

The new campaign follows last year’s adverts featuring Star Wars droids C3P0 and R2D2, and will recreate a scene from Return of the Jedi, in which Vader inspects the progress on work on the new Death Star.

Supporting the TV ad will be online advertising, in-store, POS, social media, CRM and PR.

Andrea Silver, marketing director for Dixons Retail explained: “We have invested a huge amount in our staff training and development and we are very proud of the high level of customer service our store colleagues are delivering; so it makes sense that our new advertising campaign champions this.

“Last year’s campaign featuring lovable droids C3PO and R2D2 was so successful that we were keen to work with Lucasfilm again to find a way of demonstrating the investment we have made in improving and enhancing our store staff. The scene from Return of the Jedi is the ideal showcase for this, as it delivers an entertaining and positive twist to the original threatening storyline of the film.”

“We are thrilled to be working with Lucasfilm once more on our Christmas advertising campaign and are really looking forward to seeing the results of this partnership. We recommend our customers come and be surprised by the difference in the new in-store experience.”

Retail Star Wars Darth Vader

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