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however quite afraid of the lame “marvel” humor of the tv spots so far.
To be fair, you could make an ad for Star Wars only using footage from 1977 and make it seem like a silly kids adventure, a lighthearted Marvel superhero movie, a dramatic space drama or even a sci-fi comedy. When these comedic bits are stretched out over a 2 hr. run time instead of jammed together in a 60 second ad they’ll (hopefully!) seem more natural.
You’re totally right about that. Within the context of the movie the humor can work. But the main reference I have when it comes to Disney is how they handle the Avengers movies with a teenage approach for humor and characterization, and TFA was already filled with that.