A new advertising campaign from electricals retailer Dixons Retail featuring the Darth Vader character from the Star Wars films, is to go live this weekend.
The promotion is an attempt to raise the profile of the Curry’s and PC World owner’s customer service offer, following the launch of its newly branded in-store and at home assistance service KnowHow earlier this year.
In the ad Dixons staff members are inspected and scrutinised by the Sith Lord, to ensure that they are meeting his high standards, in a scene taken from Return of the Jedi where Vader checks the running of the Death Star space station.
Andrea Silver, Dixons Retail’s Marketing Director explains: “We have invested a huge amount in our staff training and development and we are very proud of the high level of customer service our store colleagues are delivering; so it makes sense that our new advertising campaign champions this.
Created by the M&C Saatchi agency, the 40-second ad will premier in a break during The X Factor on ITV1 on Saturday November 5th 2011, and sister ads featuring fellow Star Wars characters Chewbacca and R2-D2 will follow on video-on-demand channels.
Last year Dixons agreed an exclusive deal with rights-owner of the movie franchise Lucasfilm to produce Star Wars-themed ads, resulting in a Christmas promotion of its meagstores featuring robots R2-D2 and C-3PO.
Silver added: “Last year’s campaign featuring lovable droids C3PO and R2D2 was so successful that we were keen to work with Lucasfilm again to find a way of demonstrating the investment we have made in improving and enhancing our store staff.
“The scene from Return of the Jedi is the ideal showcase for this, as it delivers an entertaining and positive twist to the original threatening storyline of the film.”
It has been suggested that the investment in the new campaign has been spurred on by improvements made by leading department store group John Lewis to its electricals offering.