Mickey Mouse tends to hog the spotlight when it comes to Disney marketing. But BETC gives Donald Duck some quality airtime—as well as an adorable protégé—in the agency's first ad for Disneyland Paris.
A new minute-plus-long ad launches a new positioning, "Where magic gets real." It tells the very Disney-esque story of a young duckling who develops an obsession for Donald after spotting him in a Disney magazine.
The magazine becomes a prized possession for the little bloke. But then, the family has to migrate, and he can't bring it with him. What happens next is perhaps predictable, but cute nonetheless.
The soundtrack is a version of "Impossible Dream (The Quest)," from the 1965 Broadway musical Man of La Mancha. Ad nerds will remember Andy Williams' 1968 rendition from the famous Honda spot by Wieden + Kennedy London.
"This film represents an evolution of the brand's communication, moving towards the sort of universal storytelling that the Disney brand embodies," according to a press release. "The epic saga, blending together love, humor and courage, is aimed at all of those—big and small—who grew up with a Disney idol whom they still wish to meet one day. Because at Disneyland Paris, magic is for real."
The spot will air across European markets.
Brand: Disneyland Paris
Brand Management: Grégoire Champetier, Cynthia Oostdijck, André Delvallée, Nathalie Raverat, Sébastien Dupont
Agency Management: Anne-Laure Brunner, Marion Gondeau, Pauline Mezzadri
Executive Creative Director: Antoinette Beatson:
Creative Director: Christophe Clapier
Art Director: Julien Lefèvre
Assistant Art Director: Clément Chayé
Copywriter : Alban Gallée
Strategic Planning: Antoine Pivard
Post-Production Supervisor: Alexandra Houillon
Production Company: General Pop
Sound Production: Gum Production
3D Studio / Director: Unit Images