ASIA-PACIFIC – JAPAN, September 9, 2013 – For more and more stormtroopers, red is the new white. As if their signature white armor wasn’t conspicuous enough, members of the Sith Lord’s robot-like army of clones have traded in their shiny white suits for something more colorful–at least in a new ad for Nissan Juke.
In the TV spot "City of Stormtroopers," a bright red Nissan Juke catches the eye of the Star Wars army. A stormtrooper looks at himself in the mirror, in must have been a split-second identity crisis.
The next day, he and several others are shown walking the city’s streets with a swagger, decked out in the same shade of bright red as the car, with matching racing stripe to boot.
The TVC was shot in Asturias, Spain, and was done in collaboration with Disney and Lucas Film. It is part of a campaign by TBWA\HAKUHODO called "Dare to Differ."
The campaign is meant to celebrate the new ‘personalized package edition’ of the Nissan JUKE, which allows buyers to color-customize their Juke by selecting from the color selections available for each vehicle part.
Aside from the TV spot, a website, web films, and print ads are also part of the campaign.
“We feel honored to work for Nissan and to give life to ‘Innovation that excites’ through this campaign,” said Takahiro Hosoda, Creative Director at TBWA\HAKUHODO.
“It all started with a personal letter written to George Lucas asking him to collaborate with us on this JUKE project. It’s a very special thing that Lucas Film accepted our request for collaboration and we’re very glad this campaign has finally kicked off. The Director, Scott Lyon, has created an amazing film and we’re thrilled that it’s being well received in Japan,” Hosoda said.
That’s all well and good, but we wonder if the Sith Lord will approve.
