No matter what business you're in these days, no matter how big or small your business is, you're a marketer. And if you really want to succeed, you need to be a creative, effective digital marketer as well.

Bonus points if you can also be funny.

All of which is explains why you should check out this hilarious advertisement for Dr. J.S. Abernathy's dental practice in Jonesboro, Arkansas.

Seriously? A dentist? (Actually, I guess technically an oral surgeon.) Yes.

Because by grabbing video from the movie Star Wars, and turning it into a very amusing advertisement for his laser root-canal treatment, Abernathy's practice picked up more earned media than just about any small-business ad you'll ever see.

I'm not just talking about this article on Inc.com (although isn't that the pinnacle of attention?). Jimmy Kimmel featured the ad on his show, calling it "the greatest local ad ever made."

The glory of the ad is that it's so ridiculous. Abernathy, who doesn't exactly look the part of an intergalactic action movie hero, is superimposed over Luke Skywalker piloting an X-wing attacking the Death Star and...well, you just have to see it.

The only question is whether (or perhaps, how long until) Disney, which owns the rights to Star Wars, of course, petitions to have the ad taken off. Granted, it's labeled as a parody, which theoretically could protect Abernathy. But if his dental practice gets a cease and desist message from a $152 billion company--well, let's just say a lot of small-business owners wouldn't want to be in that position.

Meantime, however, he's got a lot more publicity out of this than I'll bet your dentist has--and probably more than most small businesses ever will.

Here's the ad. Enjoy it now, while we still can!

Published on: Sep 28, 2017
Like this column? Sign up to subscribe to email alerts and you'll never miss a post.