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The first brand campaign in recent memory from The Walt Disney Co. attempts to push its image as a wholesome and pervasive part of family life with three 90-second spots from Leo Burnett directed by Joe Pytka.
The spots, which break Feb. 25 during ABC’s Wonderful World of Disney, depict “mini movies” of how Disney plays a central part in family life, said Cheryl Berman, Burnett’s chief creative officer.
“It’s a reminder that we connect with you in many diverse ways,” said Michael Mendenhall, president of marketing and synergies for Disney Studios.
One of the spots shows a boy questioning his dad about a business trip.
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