intertextuality in advertising

Trying to think of advertisements that feature intertextuality was easier for me.  I've always paid attention to ads that reference other things I like, such as this Adidas advertisement:





This ad is great since it perfectly recreates so much of the classic cantina scene from "Star Wars: Episode 4".  Fans of the movie will automatically enjoy the reference and the ad will be very memorable for them.   By using characters and clips from the original movie and rewriting parts of the scene, the advertisers are mixing the old and the new to create both a sense of nostalgia and novelty, connecting these positive feelings to their brand.


Adidas takes it a step further with appearances by major celebrities such as Daft Punk, David Beckham and Snoop Dogg.  By using stars with such broad appeal, they're guaranteeing that this ad will attract a lot of attention; they take this opportunity to reinforce the branding by dressing the stars in Adidas gear.  The three-stripe logo flashes across the screen with regularity.  There is also some cross-promoting with the World Cup and that topical appeal adds to the commercial.


This next ad is a fun example of intertextuality relating to the political world:

Veet took a witty jab at the former POTUS by publishing this ad in the Daily Telegraph right after President Obama was elected.  The double meaning of the word "Bush" serves to make a topical joke and sell the product.  Either way, the brand makes us giggle and this ad succeeds in making its mark.  As always, a good sense of humor goes a long way.