It’s not a Saturday Night Live parody skit. And it’s not April Fools’ Day.
Has a brand collaboration finally gone too far? That’s the big question consumers are asking on Twitter, after Le Creuset, a premium French cookware manufacturer, teamed up with Star Wars.
Social media users are widely mocking the overly serious ad, which opens with the text, "Two timeless classics. One epic new adventure."
Dramatic music plays over images of Star Wars-themed cookware, such as a Han Solo in Carbonite Signature Roaster and Porg Pie Bird. In need of a new mini cocotte? This collection has the droids you’re looking for. The ad then shows the text, "And for the dark side," and proceeds to display a Darth Vader Round Dutch Oven.
It ends with the disclaimer, "Cookware does not emit sounds or illuminate."
Introducing the @starwars x Le Creuset Collection, available for purchase November 1st exclusively at select Le Creuset boutique stores, online, and from @yuppiechef. Sign up to our newsletter to be notified when #StarWarsXLeCreuset goes live: https://t.co/I9ErhIUmoI pic.twitter.com/RLL8z28TN2
— LeCreusetSA (@LeCreusetSA) October 4, 2019
Since the video was posted by @LeCreusetSA on Friday morning, it has brought in 147,800 views, over 200 comments, 1,500 likes and has been retweeted over 450 times.
Here are some reactions from Twitter users:
This is the most dramatic ad for kitchenware I’ve ever seen.
— Shelli Weinstein (@shellidw) October 4, 2019
Star Wars x Le Creuset is one collab I never saw coming.
— {All Hallows} Eve ???? (@iamcheerbear) October 4, 2019
This is a joke, right? This has to be a joke.
— The VelociPastor (@RevAndyKarlson) October 4, 2019
as someone who owns a lot of le creuset, and really likes star wars, im having a REAL hard time wrapping my head around the target consumer for this https://t.co/zXbca6tRe7
— Credible and Urgent Stunwin (@stunwin) October 4, 2019
I’m a Star Wars geek...but we are taking the strategic partnerships a bit too far. Meanwhile...can’t wait to see these at Williams & Sonoma! https://t.co/cjpi5bTnd0
— Haden Patrick (@hoos97) October 4, 2019
