The Drum Awards Festival - Extended Deadline

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By John McCarthy, Opinion editor

November 3, 2017 | 2 min read

Disney incumbent franchise Star Wars continues to be one of the biggest earners in the movie industry, each year attracting around half a dozen brand partners to tie into the marketing. Nissan is the first to kick off its activity for The Last Jedi, a sequel to 2015's The Force Awakens.

The ad mimics the aesthetic of the movie trailer which largely dominated by the colour red, marking a dark turn in the trilogy. The work from Omnicom’s Zimmerman Advertising serves merely as a teaser for what is to come. Future ads will link the car’s intelligence to the series’ droids, according to AdWeek.

It marks a continuation of the partnership with Disney. Nissan reportedly tied the sponsorship of Rogue One to a sizeable updraft in sales of its Rogue range.

Expect activity from Verizon, General Mills, Royal Philips, Vizio and even Christian Louboutin to accompany the movie in the coming weeks. As a further pointer, here are how brands activated on the previous entry in the series, Rogue One.

The movie will be released 15 December. There is a Han Solo solo movie called Solo to follow in 2018 where it is expected there will be a similar line of partners.

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