A new joke out of some old ones.
This Star Wars ad for ‘Currys & PC World Megastores’ broke last night during the X-Factor.
Created by M&C Saatchi for the Dixons group. It’s gorgeously shot and clearly it’s been created with fanboy love and attention to detail. They even got David Bailey to shoot the posters too. But I hate it.
These were magical characters from my youth. Timeless creations that battle evil in a universe far far away. I don’t want to see them bumbling around a retail superstore.
“R2D2, where are you?”
Ah he’s thinking about buying those Remington Hair Straighteners for Princess Leia.
What next..? Superman selling Santogen. The Wonder Women Tampax ad?
Maybe I’m taking it all too seriously, but I’m having my favourite childhood memories used against me to sell hairdryers and washing machines. This is a step too far.
I don’t even hold Graham Fink and the creative team (Orlando Warner and Steve Paskin) at M&C Saatchi responsible here. It’s their job to make this sort of thing happen. They were thinking big and they got away with it.
I hold Lucas Licensing fully responsible for protecting the magic of Star Wars and they have just destroyed any last bit of magic and credibility the franchise had.
Star Wars. You have jumped the shark. You are DEAD TO ME.
After reading a few comments I want to make it clear that I don’t hate the execution of the ad itself. As I said it’s beautifully shot and the care and attention to detail shows. The music works and there’s more humour in there than Lucas managed in his most recent efforts. It’s about these once magical characters being used to sell tv’s and vacuum cleaners.
I watched a great episode of Horizon last night – asking the biggest questions that science can possibly ask: where did everything in our universe come from? How did it all begin? What followed was a dizzying exploration of cosmic bounces, rips and multiple universes. If you like that sort of stuff I can’t recommend it highly enough. Proper BBC documentary film making.
BBC iPlayer – Horizon: 2010-2011: What Happened Before the Big Bang?
If you want more, here’s a couple of others that might help blow your fragile mind fully apart.
Powers of Ten
Imagining the Tenth Dimension
I don’t usually blog about glue work so I hope you don’t mind this little self indulgence.
glue Isobar have created this campaign for the new Toyota Auris with Hybrid Synergy Drive (HSD). The car recycles energy as you drive – hence “Get Your Energy Back” – and we’re using projection mapping to bring to life the technology itself.
This technique is pretty hot at the moment (there’s a lot coming out right now) but we think it’s a bit different to the usual stuff out there, and strategically right for the brand.
Instead of using a building as a canvas, we’re projecting a CG car onto the real car from 7 projectors so you can actually walk around the car and experience the effect. We’re using a mix keyframe, 2D, 3D, algorithmic and dynamic animation to deliver the experience, along with practical effects, and it was all done up-close and personal at an intimate event in Shoreditch, in front of passers-by and invited guests.
We encouraged people who were there to share photos and videos to create a bit of buzz, and captured all that on the campaign hub. And once the event and animations drew to a close (at about 3am) Superglue moved in to get the last few shots they needed on the RED camera to create the final piece.
The film was produced by glue Isobar’s digital film unit, Superglue, which counts Commander Gavin Rothery, the VFX expert behind the special effects on Bafta-winning film Moon, as one of its team members. He did all the car transformation. The projection mapping software and geometry system was developed by Igloo Vision. You can see the other talented nutters in the ‘Making Of’.
It’s been picked up by the likes of Fubiz, Creative Criminals, Digital Buzz Blog, Creativity Online, as well as The Sun, The Mirror and lots of automotive blogs. There’s loads of Tweets floating around out there, and we’ve got around 35k views in the first 5 days.
Anyway I hope you like it – it’s been a massive all-round team effort.
Toyota Auris Hybrid: ‘Get Your Energy Back’ 3D projection mapping
Making Of – Toyota Auris: ‘Get Your Energy Back’
Creative Director – Seb Royce
Creative Team – Nathalie Turton & Lorelei Mathias
Production Director – Julie Hart
Senior Producer – Tony Coppola
Account Director – Jess Burvill
Account Manager – Alex Jena
Head of Innovation – Dom O’Brien
Innovation Director – Andy Kinsella
Planners – Michaeljon Alexander-Scott & Katie White
Production and Post Production – Superglue
Live Action Director – Mark Jenkinson
Animation Director – Simon Cam
CG Lead – Gavin Rothery
CG Artist – Marcus Chaloner
Producer – Jax Evans
Production Managers – Vicki Banwell & Marilyn Napaul
DOP – Ed Rutherford
Editor – Jose Gomez
Assistant Editor – Jamie Jenkinson
Music and Sound Design
Projection Mapping Software and Services
Igloo Vision 360
A football mascot race involving squirrels, hippos and giant dogs. Welcome to the UK’s Mascot Grand National.
Lovely music / graphics, via Mark in the studio here at glue.