The Walt Disney Company has unveiled its first major brand campaign in Australia for more than a decade, hoping to remind viewers that Disney can make life a little more magical.
The free-to-air TV ad campaign will start on Monday in Australia and New Zealand, and will complement subscription TV exposure as well as in-cinema, social, and online media placements.
The TV ad has a 90 second, 60 second, 30 second, and 10 second cuts, and features the song “fireflies” written by Lori McKenna, and filmed in Victoria.
Disney said the fact the campaign was locally created rather than being a re-cut of a US Disney campaign meant it would resonate with Australians.
“This is a defining moment for our brand,” Disney’s chief marketing officer, Kylie Watson-Wheeler, told AdNews.
“Through this campaign, we really wanted to capture the essence of positive childhood memories – time with family, birthday parties, dress-up, playtime at the beach – and portray this imagery though a uniquely Australian and Disney lens," she said.
Disney Australia managing director Catherine Powell also told AdNews that it took the decision to run a brand campaign after looking at the content slate for the year ahead.
“Coming off the back of one of The Walt Disney Company’s most successful years ever, and as we look to the year ahead – with Cinderella, Pixar’s Inside Out, and new films from Marvel and Lucasfilm – there seems like no better time to remind Australians why Disney holds such a special place in their hearts," Powell said.
"This campaign reminds consumers about the stories and characters of childhood, but also reinforces the idea of making new, magical memories with friends and family. And of course, the creative delivers a Disney message from a uniquely Australian perspective, which is key to generating local relevance and engagement and is an area of strategic focus.”
Watson-Wheeler served as executive producer on the spot, along with Scott Creswick of Creswick Creative.
Glen King served as producer, Jesse O’Brien as director, and Sam Baulch as director of photography.
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