Disney Parks is running a TV campaign that focuses on real stories of children’s reactions after finding out they’re going to Disneyland…
I really like this approach. Disney is effectively saying, “Don’t take our word for it… see for yourself.”
Testimonial-type campaigns can be frought with danger, but it feels like Disney has got their approach spot on with this one. The home movie candid approach captures the real emotion of the children when they discover they are going to Disneyland, and the subsequent footage from the park doesn’t look over-worked. I really like it.
There are a few ads in the campaign, including one that shows a number of different families – my personal favourite.
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