Symbicort, along with the new Symbihaler, is the galaxy’s ultimate respiratory treatment experience.
Symbicort is so easy and pleasant to use, we’ve convinced the world’s most iconic breather, Darth Vader,
to retire his old face-covering inhaler.
With a new Star Wars film hitting theaters in Summer 2015 (and a new animated series featuring Darth Vader premiering in 2014),
this platform gives Symbicort a way to reach beyond traditional channels, hitting mainstream audiences in an unmissable way.
LAUNCH VIDEO : “VADER'S NEW INHALER”
Black screen. We hear the iconic wheezing of Darth Vader. The camera pulls out to reveal Darth Vader sitting in his ventilation chamber, back turned. An Imperial Officer nervously approaches Vader. After a tense exchange, Vader uses the force to grab the Symbihaler from the officer’s hand, raises his mask and uses it.
His labored breath reverts to a gentle inhale, and he says in a pleasant voice, “Hey, thanks!”
LAUNCH: DARTH VADER MEDIA VISITS
We enlist Darth Vader and a handful of Stormtroopers to hand-deliver the first batch of Symbihalers to leading tech and design bloggers.
All devices are under NDA – or the writers will risk offending the wrath of the Sith Lord.
FDA APPROVAL: NYSE STORMTROOPER PROCESSIONAL AT NYSE
We’ll unveil the Symbihaler in a massive way – an epic New York Stock Exchange bell ringing featuring Darth Vader and his 501st Stormtrooper Legion. This could also be hosted at the Consumer Electronics Show to reach tech/product influencers, but regardless of the location, the event will make for a ton of viral content.
“USE AS DIRECTED” CRAWL
Online, we’ll feature the fine print at the end of the video using the iconic Star Wars crawl. It will be the first “use as indicated” copy that people will actually want to pay attention to.