# Intergalactic Villain Ads The NTT Docomo Darth Vader Ad Uses the Force to Sell Phones By Michael Hines | Published 2010-12-13 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/ntt-docomo-darth-vader References: [engadget](http://www.engadget.com/2010/11/26/luke-i-am-your-smartphone-video/) & [blogs.wsj](http://blogs.wsj.com/japanrealtime/2010/11/26/no-iphone-docomo-turns-to-the-dark-side/) When Japanese cell phone company [NTT DoCoMo](https://www.trendhunter.com/trends/ntt-docomo-cx) lost out on the rights to sell the iPhone, they did the next best thing and hired Darth Vader to sell the [Samsung](https://www.trendhunter.com/trends/join-the-flip-side) [Galaxy S](https://www.trendhunter.com/trends/iphone-x-galaxy). The NTT DoCoMo Darth Vader ads feature the famous Star Wars villain as the physical embodiment of the Galaxy S. The NTT DoCoMo Darth Vader ad shows Darth Vader side-by-side with Galaxy S owners going everywhere from clubs to cafes. While the commercial is a little creepy at times, it is surprisingly effective. After all, who wouldn't want Darth Vader by their side at all times? ## Trend Insights (Trend Hunter) - Score: 2.0/10 - Popularity: 7% | Activity: 45% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### What Makes This Trend Stand Out - **Mobile Phone Advertising:** Opportunity for other mobile phone companies to use popular characters to promote their products. - **Celebrity Endorsements:** Possibility for brands to employ famous characters or personalities to enhance their marketing campaigns. - **Emotional Marketing:** Chance for companies to evoke strong emotions in consumers by associating their products with iconic figures. ### Sectors Adopting This - **Telecommunications:** Potential for telecom companies to explore creative advertising strategies to engage customers. - **Entertainment:** Opportunity for entertainment companies to collaborate with brands for unique promotional campaigns using popular characters. - **Consumer Electronics:** Potential for consumer electronics brands to leverage nostalgia and fandom to attract customers. ## Related on Trend Hunter - [Sci-Fi Smartphone Grips](https://www.trendhunter.com/trends/popsockets-dimensionals-star-wars.md) - [Movie-Inspired Digi-Pets](https://www.trendhunter.com/trends/star-wars-tamagotchi.md) - [Horror-Themed Phone Campaigns](https://www.trendhunter.com/trends/join-the-flip-side.md) - [Dark Sci-Fi Capsules](https://www.trendhunter.com/trends/darc-sport.md) - [Anime-Inspired Smartphone Models](https://www.trendhunter.com/trends/samsung-doraemon-special-edition-galaxy-z-flip6.md) - [Sci-Fi-Themed Cars](https://www.trendhunter.com/trends/volkswagen-2.md) - [Sci-Fi Franchise-Inspired Fashion](https://www.trendhunter.com/trends/star-wars-collection-2.md) - [Nightmarish Mobile Campaigns](https://www.trendhunter.com/trends/cellphone-bill.md) - [Sci-Fi-Inspired Classical Posters](https://www.trendhunter.com/trends/sen-donnan.md)