UK mobile network Vodafone has signed legendary Star Wars Jedi Mater Yoda to front a new series of smartphone adverts.
The first ad premieres on Channel 4 on Thursday night and focuses on RED Box, a service that automatically transfers contents from an old phone to a new handset.
Yoda is seen enthusiastically attempting to use his power to help a couple with the daunting task of transferring numbers to the husband’s new smartphone.
However, he soon realises that the Force is not needed, as Vodafone’s new RED Box service has already solved the problem.
Each TV spot has been produced by a team at Lucasfilm’s renowned San Francisco-based visual effects facility ILM (Industrial Light & Magic), with Tom Kane voicing Yoda’s CGI character.
Danielle Crook, Director of Brand Marketing, Vodafone UK, said: “These small things can mean the world to our customers – it’s why we have developed a range of simple services to help them feel confidently connected on the go. The campaign with Yoda shows that you don’t need to be a Jedi Master to unlock the power of mobile internet.”