In October 2015, Tesco challenged us to find a fun and disruptive way of advertising their upcoming Star Wars weekend. With the launch of Force Awakens fast approaching, every billboard in the UK was covered with Star Wars characters selling everything from batteries to toothbrushes. We needed to cut through this noise to stand out amongst the other Star Wars activity, so we decided to buck the trend and not use any characters at all. In an effort to be more insightful and find a wittier way of bringing the world of Tesco and Star Wars together, we used our fresh produce to pay homage to one of the most iconic moments in movie history - the ‘I am your father’ scene from The Empire Strikes Back. Using little and large veg to represent Darth and Luke, we created a campaign of visually impactful ads that made fans smile.