Dixons Retail, owner of Currys and PC World, has hired Star Wars heroes C-3PO and R2-D2 to star in its ad campaign.

The premiere, to be aired on October 23 during X-Factor, will be a 60-second ‘director’s cut’ seeing the droids breaking into a megastore late at night, interacting with various items such as cameras and fridge freezers. A three-week campaign will follow, running into the key peak Christmas period. The ad will be supported by an outdoor campaign shot by celebrity photographer David Bailey.

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