A beer ad found in a rerun of 1977’s Star Wars has resurfaced online, one that links to a deeper situation involving a court case with George Lucas himself. Given that Star Wars is one of the biggest franchises in history, the series is no stranger to tie-in advertisements. These ads will likely be prevalent throughout Star Wars’ upcoming movies with the franchise looking to return to box office dominance. Similarly, Star Wars’ upcoming TV shows will continue the trend of partnering with brands as Obi-Wan Kenobi did with car giant Volkswagen, for example.
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However, an older merchandise tie-in from reruns of A New Hope has recently surfaced online as posted by heyitswindy on X/Twitter. The video showcases a rerun of the iconic film that aired in Chile in the early 2000s which highlights the genius, albeit bizarre, way of including ad-breaks in the film’s runtime. So as to not cut away from the film and detract from the experience, the ad is spliced into the film via an edit that essentially shows Obi-Wan Kenobi handing Luke Skywalker a beer in a hilarious, mini ad-break.
George Lucas Wasn’t Exactly A Fan Of This Beer Ad
While the ad itself is hilariously embedded in Star Wars‘ first movie, George Lucas was evidently not a fan of the admittedly ingenious marketing method. Upon being made aware of the ad, Lucasfilm began a legal battle after its founder filed a grievance with the Chilean Council for Self-Regulation and Advertising Ethics in response to the edit as reported by BNN. Eventually, this court case was settled in Lucasfilm’s favor with the ad not being aired again in Chile.
Despite the ad now being highlighted as a hilarious way of ads being utilized, it is no surprise that Lucsa was not a fan of the marketing method. Not only is the blaring fanfare of the beer company completely jarring, but it is safe to say that Obi-Wan handing Luke Skywalker a beer does not fit with anyone’s vision for the franchise, let alone Lucas’! As such, the ad being removed was likely the right course of action, despite the resurfacing of the video causing great humor among the Star Wars fanbase.
