Ad of the Day: Target Celebrates the Moral and Practical Applications of Star Wars

Making the world a better place, one action figure at a time

Star Wars isn't just a series of movies. It's a way of life.

In a new minute-long ad from Target, a girl testifies to modeling her behavior on Princess Leia, a mother takes parenting cues from Yoda, and a teacher uses George Lucas' Shakespeare-influenced story lines to engage students in the Bard's own works.

That's because they all exceed more conventional takes on their prescribed roles, intones the commercial, titled, apropos, "There's a rebel in all of us."

Target has leveraged Star Wars in its marketing before. Last year, the retailer strung together fan footage into a delightful paean to the far-away galaxy, ahead of the launch of The Force Awakens, the latest film in the franchise.

The new rah-rah spot promotes new Star Wars merchandise on sale Sept. 30. The next Star Wars movie, Rogue One, while not in narrative sequence with the last, is due Dec. 16.

Like the 2015 campaign, Deutsch conceived the new work. Production company Psyop helped bring it to life, in a sort of motion-graphics collage. Overall, it's an appropriately lighthearted approach that gets its message across, and will surely appeal to fellow zealots who identify with the references, including imagery of Star Wars spaceships like Tie Fighters and X Wings and that unforgettable terrestrial armored vehicle, the Chicken Walker.

In one of the early and most endearing moments, a Stormtrooper removes its helmet to reveal what might seem like an atypical evil soldier. Sure, the whole thing may be a little cheesy at points, but its hard to begrudge the harmless, and perhaps even productive fun. There have been, historically, far worse moral guides than a tiny green rhyming alien from the Dagobah system.

Then again, in 2016 America, nothing says rebellion like shopping for mass-produced entertainment-themed toys and backpacks at your local chain giant.

CREDITS
Client: Target
Agency: Deutsch