Stop using the force.

Yes, I've seen it. We've all seen it. Star Wars is good.

Well done George Lucas.

But when did this happen?

Star Wars
n (functioning as singular)
   1. lazy way to inject some sense of (perceived) awesomeness into your ad.
   2. an expensive way to align yourself with 40 year old men.

Last year saw baby Darth Vader go viral for Volkswagen after the Superbowl. Rightly so, he was damn cute.

This year Volkswagen had a fat dog that wanted to lose weight. The dog lost weight, was happy, whooshy shot of car, end of ad...right? Wrong. Volkswagen couldn't quite let go, and tagged on a pointless bar scene set on the Death Star. Que?

And then there's Currys, who made the most of Darth Vader's extensive (if a bit, you know, murder-y) skill set by hiring him as their HR representative last Christmas.

Star Wars, as we all know, was set at Christmas. It was of course loosely based on the story of Frosty the Snowman. Except that in Star Wars, Frosty the Snowman gets all burnt and goes all crossface helmet head.

Oh, and now we have Vodafone, who have commendably used YODA in their ads and admirably not called anything YODAFONE. Things have got a bit rubbish for poor old Yoda, who now frequents his local Yo Sushi, pestering boring couples who play with their phones at the table and wonder if people taste of the foods that their skin is the colour of. Bit racist.

Please stop using the force. It is weak in this one.