Jenny Chan 陳詠欣
Dec 17, 2015

Watch: R2-D2's creator on why salesrobots, humanoids, and VPAs may be adland's Force

As the world awakens to the seventh episode of the Star Wars franchise today, Campaign Asia-Pacific revisits one of the series’ most beloved characters, R2-D2, and the technical wizard behind it.

The Star Wars brand is often associated with George Lucas, but R2-D2, the iconic stubby astromech droid, holds enduring appeal 38 years after it was built, kudos to Tony Dyson.

We asked the bubbly robotics guru whether it's marketing magic or something else that has maintained Artoo's popularity, and also got his take on the advertising impact of AI-enhanced machines, the future of selling, the fear of humanoids and — of course — BB-8, the adorable new droid in the latest installment in the saga, Star Wars: The Force Awakens.

(Editor's note: Special thanks to Noel McAvennie and Mark Stockill for helping with interview arrangements in Finland's Helsinki when Dyson spoke at the Nordic Digital Business Summit.)

 

 

Related Articles

Just Published

1 day ago

Mindshare adds dedicated China leadership

EXCLUSIVE: APAC CEO Amrita Randhawa has relinquished her China responsibilities to two new leaders, Benjamin Condit and Linda Lin.

1 day ago

Pinterest unveils new tools and insights for marketers

Major takeaways from the platform’s first global advertiser summit.

1 day ago

Crash Course: How to develop a content strategy

You know content should be a key part of your overall brand strategy, but where do you start? This course explains the key steps you should take to ensure an effective content journey.

1 day ago

The unlimited potential of live storytelling in ...

Brands like Standard Chartered, Uber Eats and Mastercard achieve impact by marrying human emotions with the unpredictability and excitement of live sports.