Disney+’s Super Bowl campaign, which highlighted its iconic franchises, has evolved into a dynamic presence during the Olympics. This latest phase of the campaign adapts throughout the Games, paralleling the athletes’ journeys with Disney’s beloved characters and stories.
The original Super Bowl ad stood out for its minimalist approach, featuring memorable Disney lines like “When you wish upon a star” and “The force will be with you … always,” presented in a simple typewriter font.
Throughout the two-week Olympic event, Disney+’s “Greatest Stories” campaign will unfold in five stages, each corresponding to a different theme: “Beginnings,” “Journeys,” “Challenges,” “Triumphs,” and “Endings.”
The first phase, airing during the Opening Ceremonies, will feature the theme “Beginnings,” showcasing iconic opening scenes from films and series like Mary Poppins Returns and Star Wars: A New Hope, paired with text reflecting these memorable moments. Watch below:
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According to Zack Jerome, VP of Brand and Marketing Strategy for Disney+, the Olympics provided an opportunity to expand on this concept, offering a platform to tell a more extended narrative. The strategy leverages the contrast between the usual grand, emotional ads of the Olympics and Disney’s quieter, yet impactful messaging.
Subsequent iterations will shift focus to “Journeys,” highlighting content such as The Lion King (2019) and Only Murders in the Building, during specific Olympic events like women’s gymnastics. The campaign’s evolution mirrors the structure of a hero’s journey, aligning Disney+ content with the themes of the Games.
This campaign, developed in-house with editorial by Ultrabland, also integrates Hulu content, reflecting the recent addition of Hulu to Disney+. This integration initially featured text-based ads with illustrations from Disney films, which then evolved to include Hulu-themed twists, merging classic Disney nostalgia with modern adult content.
The campaign’s broader aim is to resonate with the diverse Olympic audience, showcasing the wide range of content available on Disney+. By evolving from the Super Bowl’s simple elegance to a multi-layered Olympic narrative, Disney+ aims to reinforce its position as a home for both cherished classics and contemporary hits.
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