Two of the most iconic characters from the Star Wars film franchise are to be the stars in Dixon Retail group’s first ad campaign for its combined Currys and PC World megastore chain.

As reported by The Guardian’s marketing news writer Mark Sweeney, Dixons has commissioned a major TV campaign from M&C Saatchi featuring two of science fiction’s most beloved characters: R2-D2 and C-3PO.

The campaign will see Anthony Daniels, the actor who played C-3PO in both the original trilogy and the more recent prequels, reprise his role as the gold-plated protocol droid. However it is not known if the 64-year old actor will fill the costume himself – as he did in the original trilogy – or simply provide the voice over, as he did in Episodes I-III. R2-D2, of course, will certainly be played by a puppet and voiced by a sound effects bank producing his distinctive beeps, whirrs and buzzes.

According to the brief by M&C Saatchi, the TV ads will see the droid duo land in a megastore carpark and then enter one of Dixons retail’s megastores. The pair will then be seen to be “amazed at the brilliant technology on offer, and interacting with items as varied as the cameras and fridge freezers.”

The TV campaign will be supported by an outdoor ad campaign by fashion photographer David Bailey. Marketing Magazine reports that Dixons has also commissioned a series of print ads inviting customers to “Discover the Greatest Electrical Store in our Galaxy” in the distinctive typeface used by the Star Wars franchise. Pictures of one of these ads show R2-D2′s small camera lens staring directly at its earthly counterpart – a high-spec digital camera on a tripod.

“Who better than C-3PO and R2-D2, arguably two of the most well-known characters in film history, to showcase exactly how vast our Megastores really are,” said Niall O’Keefe, UK marketing director for the electronics retailer. “We believe they are unrivalled throughout the galaxy.”

According to the Guardian’s report, the first ad will be broadcast on ITV1 during the X-Factor on Saturday.

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