N.Y. Shop Helps Theme Park Celebrate

NEW YORK Mcgarrybowen has created a TV spot to celebrate the 50th anniversary of the original Anaheim, Calif., Disneyland, part of an 18-month effort to promote the milestone, the client said Monday.

The spot, which broke Saturday, depicts an elementary school-age boy competing in a football game. After he scores the winning touchdown, his father approaches him like an interviewer, posing the big question usually reserved for superstar athletes: “What’s next?”

Dubbed “I’m Going,” the commercial is backed by the Disney theme, “When You Wish Upon a Star.” It was directed by James Gartner and cut in 30- and 60-second versions; the former broke first, said agency CEO John McGarry.

Sources described mcgarrybowen’s assignment as a project; it was unclear if it would lead to additional work.This is the New York independent’s first effort for Walt Disney Parks and Resorts, whose lead agency is Publicis Groupe’s Leo Burnett in Chicago.

Burnett has also created ads touting the 50th anniversary, which kicks off at Disney parks across the globe May 5, 2005. Burnett’s work includes a 60-second spot featuring computer-generated Disney characters scrambling from destinations around the world to convene back “home” in time for the festivities.

That spot broke Jan. 1, 2005, during the Rose Bowl football game [Adweek, Jan. 10].