In this Walt Disney World advertisement shown on television after the Super Bowl in 2010, Drew Brees of the New Orleans Saints tells viewers that the first thing he is going to do after winning the Super Bowl is go to Disney World. The famous song commonly associated with Disney, “When You Wish Upon A Star,” plays in the background.
This advertisement is memorable to me because I am a big Disney fan, but also for the sheer fact that it is redone each year with a member of the winning team of the Super Bowl. If you mention the advertisement, most Americans immediately know what you’re talking about. I think it is very successful in achieving its goal for a variety of reasons. First, it is memorable. This is mainly because it is repeated largely unchanged year after year. Also, the commercial is short and to the point and includes an endorsement from a relevant person in popular culture. I also think the branding is done very well in the commercial. Both the song and especially the Mickey Mouse balloons are clearly Disney but are tasteful, subtle, and not too overt. This particular version of the commercial is especially well done because Brees is shown holding his son, which reminds viewers of innocence and youth, two characteristics that Disney aims to project. I think people have come to expect this commercial year after year and it has definitely become embedded into American culture, much like Walt Disney World itself.
– Alyssa Snyder