Cerveza Cristal, ‘Star Wars’ and the power of native advertising

Internet enthusiasts this week stumbled on a more than 20-year-old cut of the iconic film series “Star Wars.”

This particular edit, now notorious, originally aired in Chile back in 2003. In a unique twist, to eliminate the traditional ad breaks, the films were interspersed with product placements for a local Chilean beer — Cerveza Cristal.

The insertion of these beer ads into the epic trilogy has sparked some controversy among Star Wars purists, who find the inclusion of the brand somewhat jarring and incongruous with the established tone of the films.

A particularly memeworthy moment occurs in one of the series’ iconic scenes, where instead of reaching for a lightsaber, Obi-Wan Kenobi unexpectedly grabs a refreshing bottle of Cerveza Cristal, complete with its catchy two-word jingle echoing through the shot.

Despite objections to the advertising approach, including reportedly from George Lucas himself, it’s undeniable that for many Chileans, the association between the space saga and the beer brand is indelible.

This serves as a testament to the effectiveness of native advertising, where seamlessly integrating an ad into its surrounding content can make it more engaging and memorable for its target audience.

The innovative idea of weaving the beer ad into the fabric of the Star Wars universe even earned the advertising agency responsible an award at the Cannes International Advertising Festival that year.

For those inclined to delve deeper into the Cerveza Cristal experience, the beer ad can be found seamlessly integrated into scenes across the entire Star Wars franchise, as well as other iconic movie moments.

So here’s a toast to you, Cerveza Cristal, as your enduring campaign demonstrates, the allure of an ice-cold beer is a timeless tale (especially when combined with the “force” of native advertising) whether in Chile or a galaxy far, far away.