Lucas: A Gaming Genius?

Brandweek, July 17, 2000 by Todd Wasserman

Star Wars creator George Lucas' software firm, Lucas Learning, next month launches a $2 million campaign that battles kids' perceptions that educational software has to be dull and parents' prejudice against gaming titles in general.

The effort, via GMO/Hill, Holiday, San Francisco, pays homage to the gamers' Star Wars lineage with the tag," It's a force for young minds."

One of four sepia-toned print ads borrows from the teaser poster from last year's Star Wars: Episode 1, The Phantom Menace, showing a towheaded schoolboy casting a long shadow. While the movie poster's shadow revealed a silhouette of villain Darth Vader, the software ad shows a youngster wearing a graduation cap and gown.

Ad copy explains that the three gaming titles--Yoda's Challenge, Anakin's Speedway and Jar Jar's Journey-"go far beyond math and reading" and "expose all young Jedi to concepts like self-discovery and freedom."

Jim Noble, the shop's creative director said he wanted the campaign to gently tweak the Star Wars franchise. "We played it a little loose," he said.

The campaign, geared toward working moms of boys aged 4-12, includes placement in Parents, Family Fun and Family PC magazines.

The effort is expected to run until year's end, with emphasis on the back-to-school season.

Though the 4-year-old Lucas Learning in San Rafael, Calif., previously launched some one-off ads, the effort marks its first integrated branding campaign, Noble said.