Yep, PC World is to run another Star Wars themed advert this year. You have to say they were spectacular last year and maybe we should be looking forward to the visual feast. The message is that PC World have great customer service, though based on what they don't say.
However, the character of choice this year is..... Darth Vader. Please correct me if I am wrong here, but isn't he just the tiniest bit evil in the films? Not lovable or cute, but dark and forbidding. Anyway it is he who inspects the customer service on offer by PC World, just as if he were inspecting the Death Star. I presume the stores have been checked for vulnerable air conditioning ducting that might let an X wing Fighter in.
So all in all it would appear that PC World are really saying, 'Come over to the dark side, we have cookies'. Brilliant ad no doubt, but failed message. I think someone is too tied up in getting the Star Wars ad without thinking through why.
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