Back in August, Lucasfilm announced that it would be teaming up with five major brands—Nissan, Duracell, Gillette, General Mills, and Verizon—to promote its upcoming film, Rogue One: A Star Wars Story.
“We are extremely pleased to be working with such a remarkable group of promotional partners for Rogue One,” said Lynwen Brennan, General Manager of Lucasfilm, in the press release that surfaced months ago. “This first in a series of Star Wars standalone films represents an exciting new era for both Star Wars and Lucasfilm, and the partners joining us on this exciting journey have each designed a stellar campaign capturing the spirit and camaraderie of Rogue One.”
Since then, three out of the five brands have released advertisements that are just as impressive and impeccable as the Rogue One trailer itself!
“Battle-Tested” is a 30-second television ad that shows off the 2017 Nissan Rogue and the company’s test facility from a galaxy far, far away! Using the Rogue’s up-to-date technologies and features, the engineer test driver dodges stormtroopers, TIE fighters, and AT-ACTs. Meant to highlight the forward emergency brakes with pedestrian detection, the car stops just in time as K-2SO steps in to cross the road!
What I also love about this ad is that the female driver is sporting the hairstyle Leia wore on Hoth in The Empire Strikes Back. Created by TBWA\Chiat\Day, fans will also be delighted to know that the voiceover actor is Nathan Fillion, who co-starred with Alan Tudyk (K-2SO) in Firefly. (via TVAdvertSongs.com)
This minute-long advertisement shows brave (and diverse!) rebels on a daring mission to deliver something of high importance to one of the leading members of the Rebel Alliance—and it’s adorable! Tying in with the holidays, Duracell’s goal is to power up toys at Children’s Miracle Network Hospitals around the nation, and like these young rebels, you can also join the cause.
What I love most about this ad is that we see children using the power of imagination.
“Tapping into our imaginations during the healing and recovery process reduces stress, pain and anxiety,” said Dr. Charlotte Reznick, Ph.D., in Duracell’s official announcement. “I’m delighted that Duracell has embraced the fact that letting kids be kids through imaginative play is healthy—mentally, emotionally and physically.”
Production: Imperial Woodpecker
Director: Simon McQuoid
Executive Producer: Charlie Cocuzza
Producer: Anita Wetterstedt
Editorial: Arcade Edit
Editor: Jeff Ferruzzo
Executive Producer: Sila Soyer
Editorial Assistant: Sam Barden
Producer: Fanny Cruz
Visual Effects: Industrial Light & Magic
VFX Supervisor: Pat Tubach
VFX Associate Producer: Megan Matousek
Colorist: Company 3
Colorist: Tim Masick
(Credits via bandt.com.au)
Every story has a face. In Gillette’s 75-second advertisement, a rebel soldier’s story begins in the quiet moments before the alarm goes off—before quickly rushing off to fight the battle on the front lines.
Needless to say, this ad is absolutely stunning, and it made me feel like I was watching a sequence from the movie itself. However, I’m disappointed that Gillette’s focus and Rogue One inspired products are targeted to just men. I have a pack of Gillette razors for women at home. I, and many other women, are Gillette customers as well as Star Wars fans. Given how COVERGIRL’s partnership with Lucasfilm last year disappointed a lot of female fans, it would have been great to see some inclusion from this brand. Food for thought!
Agency: Grey NY
Director: Henry Hobson
Producer: Stephen Johnson
Cinematographer: Baz Iodine
Editor: Stewart Reeves
Colorist: Tom Poole
VFX: ILM & The Mill NY
Score: Barking Owl
(Credits via Vimeo)
Here’s hoping we see advertisements from Verizon and General Mills soon, especially now that we’re in November and less than 50 days away from the cinematic release.
Do you have a favorite Rogue One advertisement? Share it in the comments below.