Abbott Mead Vickers BBDO has drafted in the Star Wars character, Darth
Vader, for a new commercial for the Mars cough sweet brand, Tunes.
Backed by a pounds 2 million spend, the television spot faithfully
reproduces one of the film’s classic boardroom scenes.
Set on the Death Star, it opens on Darth Vader chairing a council of
war. He has just received bad news about his army’s latest defeat when
one delegate offers him a Tune, to assist his chronic breathing problem.
The delegate continues to elaborate on the new fruitier flavours,
causing Darth Vader to bear down menacingly on him.
The campaign breaks on Sunday and will run for six weeks, with a 30-
second film on ITV, Channel 4, Sky, VH1, Granada Sky Broadcasting and
Carlton Select. Media has been planned by New PHD and bought through
The commercial, written by Tim Riley and art directed by Gary Martin,
was directed by Vadim Jean through Beechurst Film Productions.
Abbott Mead has pre-empted the Star Wars push that Lucasfilm is
beginning to roll out to promote the re-release of the trilogy in the
spring. ‘It’s a coincidence really,’ Stefan Hohmann, the account
director, said. ‘For us, Darth Vader was a much-loved character who
epitomised the need for the product.
‘But it’ll be a fantastic benefit to us that the films are being
relaunched and the ads will run through the spring. It’s a two-season