Back in May we were treated to this fantastic VW commercial featuring a mini Darth Vader.
We loved this at Box Clever - possibly because some of us are massive Star Wars fans - but mainly because it was a fun ad that is visually fantastic. The marriage of the score and costume makes for something really great.
Almost 2 months on and Greenpeace have hit out with an equally brilliant commercial playing off VW's use of Darth Vader. "Volkswagen. The Dark Side" makes use of an extended cast of Star Wars Rebel characters and John Williams' timeless score.
The purpose of the piece is to make the public question VW's environmental record and join "The Rebellion". This viral internet video was supported by a guerrilla marketing campaign in London which was a great idea.
By taking over billboards unannounced Greenpeace really push "The Rebellion" aspect of the campaign. LucasFilm have had the clip removed from YouTube further cementing the underdog/renegade status of Greenpeace.
Personally I believe the master stroke of the whole campaign is the environmental pressure group's follow up to its own video with "Episode II". It sucks any kind of menace away from the previous piece where people may have said the campaign was a bit aggressive; ending with the planet being saved and all the Star Wars children dancing to the Cantina theme music. Wonderful.
Ending with the message "Together we can turn VW away from the Dark Side" the whole execution of the counter campaign smacks of class.
Although, it makes you wonder why VW picked the most evil villain in film history as the focus for their commercial...
either way, the force is strong with both campaigns... sorry, couldn't resist.
Can you feel it too?
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