We totally understand why businesses are out to woo Disney and Lucasfilm, and vice versa. But the latest collaboration between Fiat Chrysler Automobiles North America and Disney/Lucasfilm leaves us nothing short of flabbergasted and our heads twirling with question marks. What has FCA core brands, namely Chrysler, Dodge, Jeep, Ram and Fiat, have to do with Star Wars: The Force Awakens? Nothing, really – unless they custom automobiles in the likeness of characters like the C5 Corvette-based Darth Vader Car, or custom-wrapped them like it did with the Hot Wheels’ Uber cars. Sorry to say, we just don’t see the connection.
Anywho, the collab sees FCA US promoting each of the five core brands with TV ads that leverages on the Star Wars fever. I don’t know, man. We have watched five of the seven co-branded TV spots and if you asked me, I’d say they are a bit of stretch in trying to connect Star Wars: The Force Awakens with FCA US’s brands. In our humble opinion, cars in black or white paint job doesn’t really make them Star Wars-related. Really. That’s why we say it is a stretch, but apparently, FCA US didn’t think so. Its Global Chief Marketing Officer Olivier Francois refers to the collaboration as “relevant, entertaining.” And no, we did not take his words out of context.
Seriously, how Earthly automobiles are ‘relevant’ is something we can’t see eye-to-eye with. We could agree with the entertaining part, but question of relevancy still remains highly debatable. Anyways, we shall leave the judgement to you. Keep going to catch the rest of the videos after the post. Leave a comment below to tell us what you think.