If you're in marketing and your brand didn't make some reference to Star Wars today then it seems you don't know what you're doing.
Everyone was at it as Twitter users were bombarded with 'May The Fourth Be With You' gags to mark Star Wars Day.
Dear brands, I know you really want to but don't do it. That little voice is saying 'but you must!'. Don't. Do. It.#MayThe4thBeWithYou
-- Olly (@WorldOfOlly) May 4, 2016
For obvious reasons police departments across the country were all over it.
-- Surrey Police (@SurreyPolice) May 4, 2016
-- NottsPolice Specials (@NottsSpecials) May 4, 2016
-- Harrogate Police (@HarrogatePolice) May 4, 2016
Sporting organisations and clubs couldn't resist... we particularly liked the tweet from The Open.
-- TheSportsHangout (@Sports_Hangout) May 4, 2016
-- The Open (@TheOpen) May 4, 2016
There were some serious points to be made
-- Prostate Cancer UK (@ProstateUK) May 4, 2016
We're assuming you've got the May 4 pun at this point, by the way...
-- Heineken SA (@Heineken_SA) May 4, 2016
-- Coca-Cola France (@cocacolafr) May 4, 2016
-- PizzaExpress (@PizzaExpress) May 4, 2016
-- Woburn Safari Park (@Woburn_Safari) May 4, 2016
-- Iceland Foods (@IcelandFoods) May 4, 2016
-- Miami Int'l Airport (@iflymia) May 4, 2016
-- Beautyrest (@Beautyrest) May 4, 2016
Some of the *gags* were a bit of a reach.
-- Marmite (@marmite) May 4, 2016
-- Red Mango (@RedMango) May 4, 2016
These were pretty funny though.
Unfortunately, light sabers are not permitted on board due to health and safety, apologies for any inconvenience #Maythe4thbewithyou
-- megabusUK (@megabusuk) May 4, 2016
-- Burger King Phils (@burgerkingph) May 4, 2016
May the force be with you.