Darth Vader is actually the Dodge Viper, claims Dodge (really)

Chris Matyszczyk

t might be instructive over the next couple of weeks to hold a competition for Best Star Wars Brand Integration.

So many products seem to believe that by finding some way, any way, to tie into "The Force Awakens" their brands will live long and prosper.

I worry.

How many of these tie-ins provide anything more than a piggybacking that suggests a lack of self-worth?

I'm confused, for example, by a new ad for the Dodge Viper. Its premise is that white Dodge Chargers, Challengers and Durangos are Stormtroopers and that a black Dodge Viper is Darth Vader.