Mickey Leads Disney’s Global Ads

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. Each explains their personal connection to Mickey, often in a humorous way. In one 15-second spot, for example, Shaq calls Mickey “the best entertainer in the world. I’m just trying to follow his footsteps–itty bitty footsteps.”
“Mickey is known around the world. Everyone has a connection with him,” said Susan Butterworth, evp/creative development and marketing, worldwide, at Disney Consumer Products, Burbank, Calif.
“We’re coming at this from what we hope is a stylish and subtle way,” said Dexter Fedor, svp, global creative development.
Future ads will air during special-event programs as well as regular programs in various dayparts. Western Initiative Media Worldwide, Los Angeles, handles the media.