In NTT's ad for its cellular brand Docomo, Vader appears following and alongside a series of young Japanese people as they variously use their phones and relax.
Darth Vader is the latest 'Star Wars' character to appear in an ad campaign. Last month Lucas licensed the rights to use the droids R2-D2 and C3PO in a Currys and PC World TV ad.
Adidas has also capitalised on the film's popularity. Earlier this year the sportswear company recreated one of the most famous 'Star Wars' scenes in the Mos Eisley Cantina on Tatooine for an ad starring David Beckham, Snoop Dogg and Noel Gallagher.
This article was first published on brandrepublic.com
It’s said that the average person is exposed to 30,000 marketing messages a day. To me that’s worrying news for us marketers – especially if it’s your job is to build marketing relationships with consumers.