We celebrate a date dear to 'Star Wars' obsessives with a look at the most shared ads tapped from George Lucas's imagination.
Volkswagen: mini Darth Vader campaign
Top of the list, with more than five million shares, is Volkswagen's 2011 Super Bowl spot by Deutsch USA, which features a kid trying to channel Darth Vader.
It has been mentioned in more than 4,000 blog posts since it was posted in February 2011.
Two other pieces of work for VW also make the chart – the ad it ran during the 2012 Super Bowl and its teaser, which ranks two places higher than the ad it promoted.
Two Adidas ads from 2010 also make the chart, with combined shares of more than 426,000.
Although Lucas has massively stepped up the commercialisation of the franchise in recent years, it's not all new ads on the list.
A US public service announcement from 1982, in which C3PO catches R2D2 smoking a cigarette, has received 19,822 shares since its rediscovery on the web in 2007.
Ads from Tom Tom, the sat nav brand, and ESPN were also featured in the chart, which was produced in conjunction with Unruly, which ranks ads according to the number of times they have been shared on Facebook, Twitter and the blogosphere.
Day two dawned….and with it another migration back to the Palais.
Annie Leibovitz explained the art of bringing a story down to a single moment, and shared the inspiration behind the campaign she created with Disney making tales as old as time relevant to today. We heard from Astro Teller, Captain of Moonshots at Google (yes, really) reinforcing the importance of storytelling in driving audacious invention. Mother warned us to hang on to the joy of craft and keep our brains happy in order not to become advertising douchebags. And Facebook discussed scalable creativity.
Day two dawned….and with it another migration back to the Palais.