Check it out: A lightsaber battle for the ages

Union helps Best Buy promote a new Star Wars video game at a real-life lightsaber battle in Toronto.
bestbuystarwars

Every Star Wars fan has a little part of them that wishes they had a chance to fly a starfighter or go toe-to-toe with someone in a lightsaber battle. Best Buy wanted to show it felt the same way when promoting a new video game based on the film franchise.

Events company Newmindspace has been hosting massive public games like pillow fights and capture the flag since 2005, and it recently brought a lightsaber battle to Toronto’s Nathan Philips Square. With hundreds of Star Wars fans out to celebrate their love of the franchise/fight each other, agency Union and Best Buy had the perfect opportunity to promote the release of the new Star Wars Battlefront video game, which hits stores tomorrow.

Working with a local stunt company, Union sent a pair of trained martial artists into the crowd: one in a high-tech suit over top of his Best Buy blue shirt and carrying a blue lightsaber, and the other in Sith (bad guy, for non-fans) robes and carrying a red lightsaber. Our “hero” also shows up for his duel decked out in other gear from Best Buy like LED lights, a Samsung phone and bluetooth speakers to provide the perfect soundtrack to battle. After spending time warming up with the fans, the two eventually meet, and the crowd parted to let good and evil fight it out once and for all.

While the stunt is mainly promoting the release of Battlefront, the spot ends with a shot of the retailer’s broader selection of Star Wars merchandise under the tagline “Best Gifts,” adapting its recent platform for a holiday season that includes the first new film in the franchise in 10 years.