After being posted on X and becoming a feature on Stephen Colbert’s Late Show, the 2003 commercial that sees Obi-Wan Kenobi hand Luke Skywalker a cold beer has gone viral
our father wanted you to have this when you were old enough”, Obi-Wan Kenobi tells a wide-eyed Luke Skywalker in the 1977This, of course, isn’t the original film, but an edited version screened on Chilean television in 2003. It was part of a campaign called “Stop the Zapping”, which camouflaged cunningly placed adverts into the original film to prevent viewers from switching channels during breaks.
Ignacio González worked as a director in Efex! at the time. The idea came after a series of discussions with the teams involved in bringing Cristal beer to the Star Wars universe. González taped some white fabric to a colleague’s arms to mirror the elder Jedi’s robes, and chucked some ice and beers into a trunk. He shot the ad – a 10-second clip of the hands opening the chest and picking up a bottle of Cristal – in a storage space with a handheld Canon XL1 camera.
In turn, the defendants’ argument stipulated that Lucasfilm’s complaint underestimates the “intelligence of the Chilean television viewer”. “We didn’t have any bad intentions by appropriating the look and feel of the film, we only want to stand out during the ad break,” said Vladimir Fuentes, who worked on the campaign as account supervisor in the media agency, OMD.
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