XBOX: KINECT STAR WARS
Like last week's Gravy from Volkswagen or Nike's Make It Count Anthem, this 2 minute video leans heavily on a surefire formula: pop culture and the familiar. Luckily for Xbox, marketing that uses Star Wars isn't going out of style anytime soon. People just straight up like Star Wars too much. So why shouldn't marketers take advantage?
This time around Darth Vader and Chris Pratt from Parks & Rec (who plays Obi-wan Kenobi) reenact an iconic light saver battle. Of course, it's not 100% authentic to the original scene. Prankster Chris just fucks around. And why shouldn't he? It's his video game, he's the one controlling the character, and he can do whatever he wants. And if his character dies? Well, he starts another game.
The point is made: You can wield a light saber and unleash your inner Jedi like never before. And when you do, it's your call what kind of Jedi you want to be. Tackle the Empire as serious as Yoda on a rampage or get nutty like Han Solo at Mos Eisley Cantina. It's now possible to mess around in every far-reaching corner of the Star Wars universe.
Like a few other recent video games ads, the marketing for Kinect Star Wars is self-aware. The point of video games is to have fun and marketing shouldn't ignore that aspect of gameplay. Some people are in it to complete the objectives of the game, but there will always be other gamers who just wants to fuck with Vader. And there's nothing wrong with that.
Gravy of the Week: My favorite campaigns of 2012.
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