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The Walt Disney Co., is hinging its first-ever global branding campaign on its best-known character, Mickey Mouse.
The estimated $100 million effort, which kicked off during the Super Bowl pregame show and continues through the year, features celebrities and sports figures contemplating “Why do we love the Mouse?”
Shot documentary-style in black and white, each of the 20-plus spots, all created in-house, ends with a new full-color animation of Mickey.
Leonard Nimoy, Shaquille O’Neal, Christina Aguilera and Regis Philbin are among the personalities appearing–or slated to appear –in the ads.
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