— O2 in the UK (@O2) November 20, 2015
In the massive universe that encompasses all things Star Wars, one never really knows what they’ll see. Aside from the films, Star Wars has made its mark on practically every sort of marketing imaginable. So many product tie-ins have been created over the years, that many of us have forgotten how Star Wars products aren’t always cool video games on next-gen consoles or collectible figurines – for example, who among you remembers the C-3PO tape dispenser?
In other words, when it comes to Star Wars, anything is fair game. Recently however, we’ve seen product placement linked with unseen imagery or new characters from the upcoming Star Wars: Episode VII - The Force Awakens. Some adverts like the one for Duracell batteries have even been accused of revealing too much and subsequently agitating some of the film’s more die-hard fanbase.
The most recent entry to The Force Awakens product tie-in is for UK based telecommunications company O2. They’ve just released a new commercial (above) that meshes old with new.
The ad follows iconic droid duo C-3P0 and R2-D2 as they try to find their way in a deserted landscape that may or may not be Jakku. As they bumble along, the viewer learns that they’re late for a meeting – that meeting being with The Force Awakens’ newest droid, BB-8. Their encounter ends just as R2D2 lays the blame for their tardiness on C-3P0 and BB-8 commences what is sure to be a holographic projection of something of apparent great importance.
Star Wars fans in the United Kingdom will be able to see The Force Awakens a full day before its American fanbase does, and O2’s advertising campaign highlights the opportunity for UK fans to win tickets to the film’s London premiere on December 16. Fans can do so either by entering online or through their priority app.
Of course, the big question here is what exactly is in that projection from BB-8? Perhaps all will be clear once the film is released or perhaps it’s simply an advertising gimmick designed to help build anticipation for the film. Whatever the case, it’s an early treat to see the likes of C-3PO and R2-D2 bickering at one another once again and the interaction with BB-8 bolsters ongoing hopes that The Force Awakens will seamlessly mesh the familiar with the new.
Star Wars: Episode VII – The Force Awakens hits theaters on December 18th, 2015, followed by Rogue One: A Star Wars Story on December 16th, 2016, Star Wars: Episode VIII on May 26th, 2017, and the Han Solo Star Wars Anthology film on May 25th, 2018. Star Wars: Episode IX is expected to reach theaters in 2019, followed by the third Star Wars Anthology film in 2020.