MOBILE OPERATOR Vodafone has hired a short but wise Star Wars character to appear in its adverts.
The firm has hired Jedi master Yoda to show off a feature that lets users move their Android phone data to another phone. It is a 60 second advert and you get the impression that it would be nothing without a short, green CGI character that we first met in Dagobah.
The ad that we have seen is the first in a series and shows Yoda trying to help someone move their contacts from one phone to another.
Hilariously, for someone who should have better things to do than hang around in restaurants interrupting people's meals, it's too late and no one needed him anyway. Even "without Jedi training".
The Star Wars universe is no stranger to marketing and advertising, and this epic was produced at George Lucas' San Francisco-based visual effects facility Industrial Light and Magic. We guess they must have taken a couple of hours out of remaking Star Wars to do it.
The advert will premier tonight on Channel 4. µ
Plus the cost of ambition as moonshots eat into the coffers
Spoiler alert: it's probably VeriSign
Did we say cuts off? We meant traps them inside their own home