Some of the cross-promotions for the new "Rogue One: A Star Wars Tale" have been quite heartfelt, such as one ad from Duracell and Anomaly that depicted how a band of little rebels saved a sick girl's Christmas Day. And now a new spot, from Phillippine telecom company Globe and Disney Southeast Asia, will likely have you bawling like you did when Darth Vader said farewell to his son Luke.
Created out of Publicis JimenezBasic, the ad depicts the tale of two siblings, an older brother and his little sister, who refuses to go anywhere without wearing her Stormtrooper helmet.
The spot takes us through a day in her life and we see her wearing the big white mask in the classroom, eating breakfast, brushing her teeth, riding her bike and holding dance-offs at home. Throughout, she draws stares from passersby and her brother stands by loyally.
A new day begins and she's back at school, but this time, when she enters the classroom, it's filled with fellow Stormtroopers. On seeing them, she removes her mask, and the spot's heart-tugging surprise is revealed. The spot was directed by Joel Limchoc out of Film Pabrika.
According to Brandie Tan, one of the ECDs on the campaign (now at JWT), the campaign encourages consumers to #CreateCourage and post pictures of themselves in a Stormtrooper helmet with that hashtag. Some lucky participants will also earn a trip to the U.S.
The effort also asks consumers to donate to the Philippine General Hospital Medical Foundation to help lift the spirits of the young patients in its pediatric ward, similar to the film's partnership with Duracell, which included a tie-up with Children's Miracle Network.