Dixons Retail’s last Star Wars advert in 2010 marked a change of direction for its Currys and PC World businesses, representing a gradual shift from price- focused, functional advertising to a more creative approach designed to entertain and capture shoppers’ imaginations.
It featured Star Wars characters C3PO and R2D2 and its latest effort, which launched on November 5 during The X Factor, features Darth Vader. The advert shows the Sith lord landing at a Currys and PC World store and testing staff on their knowledge of products.
It will run for three weeks and was created by M&C Saatchi.
It’s an imaginative approach in a sector that is historically known for emphasising price, and the message is clear – the retailer wants more of a connection with shoppers, more of a focus on service, and is spearheading a shift to a more creative, brand-led approach to advertising.
It’s a clever way of emphasising service without reverting to more hackneyed methods of communication, and of course it taps into viewers’ love for Star Wars.
“From a production point of view it’s pretty impactful,” says Steve Empson, director at media agency Brilliant Media. “It instils some humour and provides escapism, which is a good idea in a downturn.”
Dixons has said in the past that emotional, brand-led advertising doesn’t always have the immediate effect on sales that price-led advertising does, but its Star Wars ads represent a clever, longer-term approach that reflects the increasing importance of retail brands.
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