We’re less than a couple of weeks away from the theatrical premiere of the seventh installment in the epic Star Wars film series, and both iconic and new characters, as well as symbols instantly associated with the George Lucas-created franchise are already everywhere.

You can’t leave the TV on for more than a few minutes without hearing the iconic soundtrack play while the December 18 release date is advertised over and over again, billboards around the world are plastered with lightsabers, and the threatening masked appearance of a cryptic Darth Vader heir is deeply imprinted on the memory of all self-respecting sci-fi movie buffs.

T-shirts, hoodies, sleepwear, coffee mugs, keychains, USB flash drives, iPhone cases, even elegant cufflinks, wallets and jewelry tied in with “The Force Awakens” have been on sale for many weeks now, so as far as gadget lovers go, the next step seems logical – using the Star Wars buzz to sell phones, and vice versa.

Of course, getting Han Solo, Luke Skywalker, Princess Leia or even John Boyega’s Finn or Daisy Ridley’s Rey on-screen alter-egos to handle a Galaxy S6 on camera sounds like a multi-million dollar deal Samsung can’t afford at the moment.

Instead, the GS6 Edge+, Huawei Nexus 6P, LG G4, BlackBerry Priv, and countless other mobile products are shown duking it out in space in a 30-second commercial put together by Bell. The Canadian carrier promotes essentially its whole smartphone lineup in the short but sweet TV ad, though we can’t seem to spot any iPhones fighting for either the dark or the light side. Weird!




Adrian has had an insatiable passion for writing since he was in school and found himself writing philosophical essays about the meaning of life and the differences between light and dark beer. Later, he realized this was pretty much his only marketable skill, so he first created a personal blog (in Romanian) and then discovered his true calling, which is writing about all things tech (in English).

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