Mobile phone operator Vodafone has become the latest company take advantage of George Lucas's willingness to sell out his iconic characters from the Star Wars films to appear in TV adverts.
The latest features Jedi master Yoda evesdropping on a couple in a restaurant whose relationship appears to be grinding to a loveless halt. She makes a passive aggressive commment about his lack of emotional maturity, suggesting he'd rather play with his new phone than hold down an adult relationship. Meanwhile he is staring into the bottomless void of the mobile internet rather than engage in conversation. Cue Yoda:
This of course follows Darth Vader selling Volkswagen cars:
And C3-PO and R2-D2 advertising electrical retailer Currys...
So what next for this auction of childhood memories...? Jabba the Hutt advertising weight loss programmes? Or maybe Chewbacca and Han Solo could be roped in for some light-hearted pet insurance commercials.