Volkswagen have announced a collaboration with Disney’s new limited Star Wars series Obi-Wan Kenobi that will be launched on May 27. The campaign launches with a customised advert made in collaboration with Lucasfilm and Industrial Light & Magic featuring the ID. Buzz and some familiar Star Wars characters as well as leading actor, Ewan McGregor, who is also a brand ambassador for Volkswagen.
The advert, which features classic Star Wars characters, R2-D2 and C-3PO, can be seen below:
Klaus Zellmer, Volkswagen Board Member for Sales, Marketing and After Sales, said: “We are uniting two strong global brands in this collaboration and generations of fans who grew up with their respective icons. We are really thrilled with this unique joint creative collaboration.
“Ewan McGregor is our perfect match as an avid fan of Volkswagen since his childhood, and daily driver and collector of Volkswagen cars. His involvement not only amplifies awareness for our brand but also adds authenticity to our messaging. I welcome Ewan as our newest brand ambassador as he perfectly connects our fascinating past with our drive for a carbon neutral future.”
Like many of Disney’s Star Wars spin-offs, anticipation for Obi-Wan Kenobi is huge, as fans across the world await the return of the iconic Jedi Master. That same emotional connection is felt by Volkswagen enthusiasts for return of the brand’s classic camper, which comes back as the ID. Buzz, a modern version with a zero emissions electric powertrain.
Zellmer added: “By joining forces we will have the opportunity to engage new target groups in regards to emobility, innovation and digitalisation. In this respect we are really thrilled to work together with some of the best creative teams in the movie industry.”
The collaboration launches with a custom spot, made in collaboration with Lucasfilm and Industrial Light & Magic utilising their industry-leading virtual production solution, ILM StageCraft on The Infinity Stage.
Lylle Breier, SVP Global Marketing Partnerships at Walt Disney Studios, said: “This first-class, innovative campaign, and spectacular creative produced by Lucasfilm and ILM, is the perfect way to celebrate the release of Obi-Wan Kenobi on Disney+. We can’t wait to share it with fans around the world.”
The 360 campaign, worked on by Scholz & Friends and Markenfilm, will run across multiple markets and will see the custom content across TV and digital, as well as eye-catching billboard advertising and social media.
It will also extend to an exciting design collaboration in which designers from Volkswagen and Lucasfilm have co-created two “Star Wars Edition” ID. Buzz which will be unveiled at the Star Wars Celebration in Anaheim, California – the world’s largest event of its kind – by end of May. We cannot wait to see this.