Darth Vader is coming to a Dixon Retail store not so far, far away from you.
That's right, the Dark Lord of the Sith is to star in a new ad multi-million pound campaign for the huge consumer electronics retailer, which will launched during this Saturday's X-Factor.
Dixons Retail, which owns Currys and PC World, is hoping the ads will highlight the excellent customer service its 14,000-strong staff offer, and also stave off a growing threat from John Lewis.
A new 40-second ad, created by M&C Saatchi, will parody a famous scene from Return of the Jedi, where Vader inspects the Death Star.
However, in the new spot it will be PC World and Currys staff that will be under the microscope.
Ads featuring other characters from Star Wars, including Chewbacca and R2-D2, will also run across social media and VOD channels as part of the campaign.
Via Brand Republic.