The Drum Awards Festival - Extended Deadline

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By John McCarthy, Opinion editor

April 11, 2018 | 2 min read

Renault is the first major brand partner out of the gate for the upcoming Star Wars movie Solo, with an action-packed ad that shows extended scenes from the movie’s train heist.

Since Disney rebooted the series in 2015, a different car brand has integrated with the franchise each year. In this instance, as brand partner in France, Renault has been granted the benefit of unveiling new scenes from the movie as an incentive for viewers to drop by.

Globally however, Nissan is the series' lead partner, and it has touted the benefit of being involved in the IP previously.

Renault's ad shows series hero Chewbacca fight to defend a mother and her son who are taking a ride in the Kadjar. The Millenium Falcon also swings by for an appearance.

The marketing was released in synchronicity with the second trailer for Solo which revealed greater details into the plot and the younger versions of established characters.

Global brand partners include Denny's, Esurance, General Mills, Nissan and Symantec.

Solo is scheduled for a 25 May 2018 release in the UK.

Here's how brands integrated with the last Star Wars entry, the Last Jedi in 2017.

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