Japan trends show off this light-saber campaign that promotes the release of Star Wars "The Complete Saga" Blu-ray DVD boxset currently running in Japan.
It is the first time that the hand rails have been used in an advertising campaign in Japan, and is a fantastic use of promotional real estate. The effect is very well thought out and was generating a bit of chatter on the train amongst those riding.
Neat. Way cooler looking than the old wrist watch stuff we get on our commute. Star Wars lends itself to fun ads, like using the lights inside street posters to act as the famous light saber - we've seen that trick three times already. Oops.