Walt Disney World extends an all-ages invitation to its 15-month Millennium Celebration in a new television campaign from Leo Burnett here.
The effort, which breaks in spot markets this week and rolls out nationally in late September, features a song by Burnett chief creative officer Cheryl Berman that echoes the campaign's tagline, "Celebrate the future hand in hand."
Burnett's main spot in the campaign attempts to capture a child's wonder over Disney theme parks. In it, a boy plucks a star out of the sky, magically transforming his room into Disney World.
Another 30-second commercial, this one targeting adults, travels back to a 1950s classroom, where kids express shock at being as old as their teacher in the year 2000. The spot quickly cuts to images of adults enjoying the theme park.
Both commercials end with the Millennium Celebration logo, Disney's Epcott Center dome with Mickey's arm and the numeral "2000" on top.
The ad campaign and logo highlight Disney World's decision to look toward the future as the next century approaches, said Linda Warren, senior vice president of advertising at the Lake Buena Vista, Fla.-based company.
"[The message is] Disney World is a place to look forward at what's to come with your loved ones and extended family," she said.
Billings were undisclosed. Disney spent nearly $70 million on measured media advertising for its theme parks last year, according to Competitive Media Reporting.