(taken from MickeyNews.com)
On Saturday, January 1, Walt Disney Parks and Resorts will premiere the most creatively elaborate commercial it has ever produced, launching the marketing and advertising campaign for the biggest celebration in the history of Disney Parks and Resorts - the "Happiest Celebration on Earth." This 18-month long, global celebration, beginning May 5, 2005 , is a salute by all 11 Disney theme parks around the world (including Hong Kong Disneyland) to the 50th Anniversary of Disneyland. The commercial debuts during the national telecast of the world-famous Pasadena Tournament of Roses Parade on New Year's Day.
The 60-second breakthrough teaser spot titled 'Coming Home' will be presented as a "road-block" - airing on three major US television networks (ABC, CBS and NBC) during the first break of the Rose Parade broadcast. When the ad airs on television, it will also appear simultaneously in streaming video on seven of the most popular sites on the Internet, including Yahoo! MSN, About.com, Excite.com, Weather.com and Disney.com.
The teaser spot reflects a significant departure from the traditional marketing model employed by Walt Disney Parks and Resorts. It represents the first time that Disney destinations have embraced a portfolio approach to leverage the global appeal and the experience of the parks.
"I think of Disneyland not just as a wonderful physical space, but also as a state-of-mind," said Jay Rasulo, president, Walt Disney Parks and Resorts. "Now as we near the opening of Hong Kong Disneyland in China , we have the Disneyland concept all over the world, creating a great opportunity for us to produce a truly global celebration that conveys the international appeal and emotional equity of the Disneyland concept to connect with our guests."
"We're always exploring and utilizing new ways to leverage our creative content and build upon the equity of our franchises," said Michael Mendenhall, executive vice president of global marketing for Walt Disney Parks & Resorts. "The Rose Parade, a non-traditional media vehicle, is the perfect showcase for our spot which will enjoy an enormous audience reach and generate significant consumer awareness of our incredible anniversary plans."
The 'Coming Home' commercial is an emotional call to action to anyone who has ever made a memory at the Disney parks around the world or would like to visit for the first time. The spot showcases classic and contemporary Disney characters (Mickey Mouse, Donald Duck, Goofy, Dumbo, Genie, Stitch, Cinderella, etc.) as they all strive to make it to an undisclosed locale and once-in-a-lifetime event from all points of the globe.
The spot will also debut the innovative technique of rendering the Disney characters in CGI animation against live-action backgrounds. Such world-famous locales as the great Pyramids of Egypt, the Golden Gate Bridge , Monument Valley , Manhattan and the Paris Opera House provide the commercial with its impressive backdrops.
The spot also features the first-ever commercial score created by famed film composer Alan Silvestri. Noted for his musical scores to such hit films as "Lilo & Stitch," "Forrest Gump" and "Father of the Bride," Silvestri recently received a Best Original Song Golden Globe Award nomination for the song "Believe" from the film "The Polar Express."
"When composing this piece I looked for something that was celebratory and had almost an anthem feel because this is marking something historic for Disney - it's 50 years of bringing their magic to the world," said Silvestri. "This is the kind of project where my kids will see this and their friends will see this and it's always great when your kids see dad do something cool." Emmy Award winning actor Kelsey Grammer lends his distinctive voice to the narration of the commercial. Famed as television's "Frasier," the actor is also known for his vocal contributions to numerous Disney animated films.
Be sure to watch it!
On Saturday, January 1, Walt Disney Parks and Resorts will premiere the most creatively elaborate commercial it has ever produced, launching the marketing and advertising campaign for the biggest celebration in the history of Disney Parks and Resorts - the "Happiest Celebration on Earth." This 18-month long, global celebration, beginning May 5, 2005 , is a salute by all 11 Disney theme parks around the world (including Hong Kong Disneyland) to the 50th Anniversary of Disneyland. The commercial debuts during the national telecast of the world-famous Pasadena Tournament of Roses Parade on New Year's Day.
The 60-second breakthrough teaser spot titled 'Coming Home' will be presented as a "road-block" - airing on three major US television networks (ABC, CBS and NBC) during the first break of the Rose Parade broadcast. When the ad airs on television, it will also appear simultaneously in streaming video on seven of the most popular sites on the Internet, including Yahoo! MSN, About.com, Excite.com, Weather.com and Disney.com.
The teaser spot reflects a significant departure from the traditional marketing model employed by Walt Disney Parks and Resorts. It represents the first time that Disney destinations have embraced a portfolio approach to leverage the global appeal and the experience of the parks.
"I think of Disneyland not just as a wonderful physical space, but also as a state-of-mind," said Jay Rasulo, president, Walt Disney Parks and Resorts. "Now as we near the opening of Hong Kong Disneyland in China , we have the Disneyland concept all over the world, creating a great opportunity for us to produce a truly global celebration that conveys the international appeal and emotional equity of the Disneyland concept to connect with our guests."
"We're always exploring and utilizing new ways to leverage our creative content and build upon the equity of our franchises," said Michael Mendenhall, executive vice president of global marketing for Walt Disney Parks & Resorts. "The Rose Parade, a non-traditional media vehicle, is the perfect showcase for our spot which will enjoy an enormous audience reach and generate significant consumer awareness of our incredible anniversary plans."
The 'Coming Home' commercial is an emotional call to action to anyone who has ever made a memory at the Disney parks around the world or would like to visit for the first time. The spot showcases classic and contemporary Disney characters (Mickey Mouse, Donald Duck, Goofy, Dumbo, Genie, Stitch, Cinderella, etc.) as they all strive to make it to an undisclosed locale and once-in-a-lifetime event from all points of the globe.
The spot will also debut the innovative technique of rendering the Disney characters in CGI animation against live-action backgrounds. Such world-famous locales as the great Pyramids of Egypt, the Golden Gate Bridge , Monument Valley , Manhattan and the Paris Opera House provide the commercial with its impressive backdrops.
The spot also features the first-ever commercial score created by famed film composer Alan Silvestri. Noted for his musical scores to such hit films as "Lilo & Stitch," "Forrest Gump" and "Father of the Bride," Silvestri recently received a Best Original Song Golden Globe Award nomination for the song "Believe" from the film "The Polar Express."
"When composing this piece I looked for something that was celebratory and had almost an anthem feel because this is marking something historic for Disney - it's 50 years of bringing their magic to the world," said Silvestri. "This is the kind of project where my kids will see this and their friends will see this and it's always great when your kids see dad do something cool." Emmy Award winning actor Kelsey Grammer lends his distinctive voice to the narration of the commercial. Famed as television's "Frasier," the actor is also known for his vocal contributions to numerous Disney animated films.
Be sure to watch it!
:lol: Just the thought about the whole celebration and how far Disney has come mixed with the good music did it. Hahaha. Good job, Disney!
