Disney Launches New Emotional Ad Campaign with New Year's Debut of "Through Time"

Disney is ready to launch a new campaign, the first spot of which has arrived and will air during tonight's New Year's festivities on ABC, watching a family grow with Disney over the decades.

What’s Happening: 

• Disney has unveiled a new brand campaign highlighting the cherished memories fans make with Disney that last a lifetime and become special moments of joy and connection with their families and loved ones.
• Titled “Through Time,” we follow Paige and her family sharing home videos of memories made thanks to Disney throughout their lives. Whether it be getting a giant Minnie Mouse plush, or visiting the Disney Parks over the years, we see Paige and her sister grow….through time… until today, when the camera gets spun around on Dad. 
• The video will also air during Dick Clark’s New Year’s Rockin’ Eve with Ryan Seacrest, which starts tonight (December 31st) on ABC beginning at 8:00 PM EST.
• You can also check it out below.

• This is also the first video of a larger series highlighting the unique ways Disney touches the lives of fans and families all over the world, every single day.
• Whether it’s a treasured visit to our parks, a favorite character, or a story shared with loved ones, these memories bring us together. 

Just A Bit of Marketing: 

• Disney has had some iconic ad campaigns in the past, the classics of which usually draw on emotion, nostalgia, and tug on some heartstrings. 
• Fans might remember similar parks campaigns in the 90s that showed siblings talking to each other prepping for a big trip to the parks, the fan-favorite “too excited to sleep” moment between two kids and echoed later by parents, or maybe even the Disney Cruise Line “Little Souvenir” ad moment. 
• They’re all effective because they’re built on storytelling and a dash of psychology, triggering emotions like joy, hope, nostalgia, and connection. 
• With a lot of their ads, you’re not watching a commercial, you’re watching a 30-90 second short film play out. This works since stories activate your own memory, finding relatability and connection, making you feel something vs. just watching something.