For our next entry, we head to Chile, with a campaign that won the Grand Prix at Cannes in 2004.
The year was 2003, and Star Wars was airing on television. As the story goes, to avoid people changing channels, the ads were stitched into the film, essentially becoming part of the action. The brand was Cristal Beer, and Obi Wan Kenobi seems particularly enamored with the brew, as he reaches for it during critical moments, like when he wants to show Luke his father’s light saber, or when he’s sneaking around the Death Star and needs a cold one after shutting off the tractor beam.
OMD’s Santiago won the Grand Prix in 2004 for persuading Chile’s broadcasters to allow the beer to be placed in scenes, which wouldn’t be allowed in the U.S. or U.K. Apparently, George Lucas got his lawyers involved and the edits could no longer be seen. But thanks to some archivists, we have access to the brilliant footage. Have a look, and may the suds be with you, always.
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Kyle O’Brien is managing editor of Indie Agency News.
