Thursday, 8 December 2011
Darth Vader : The Hero of the Story
We are often told that the days of TV Campaigns are over.
Politely I would say 'balderdash' to that. TV Campaigns still have a place in the marketing mix, especially where they create an opportunity to create a conversation. Creating shareable content is one form of conversation. Last I looked, this commercial had been viewed over 44 million times on YouTube alone. This is a great example of creating a conversation piece that spans the Paid- Owned-Earned opportunities.
Why does this commercial work? Because it's a story where really the centerpiece of the story is the little boy in the Darth Vader suit..although you could argue that the hero of the story is the dad with the remote. The car is just an enabler.
I'm a CRM type through and through, but with fantastic creative like this I'm all for keeping these conversation pieces alive.
May the Force be with you