Disney has been ramping up its 100th anniversary consumer marketing throughout the year by unveiling a 90-second commercial during the Super Bowl highlighting the company’s centenary.
The site features a collection of images from Disney old and new, from “Steamboat Willie”-era Mickey Mouse to the Na’vi characters from “Avatar” and “Avatar: The Way of Water.” The venue reflects titles and characters from the Disney vault and other major Magic Kingdom entertainment imprints, including Marvel Studios, Pixar, and Lucasfilm.
The commercial, titled “Disney 100 Special Look,” mixes shots of children dressed as Disney Princesses, Buzz Lightyear, and other characters, as well as those playing with Stars Wars toys. It also contains the voice of Walt Disney expressing his thanks to “all the artists, all the staff and all of you” for taking the Disney brand to such heights. It closes in a title roll declaring to viewers: “You made this dream come true.”
As we celebrate our 100th anniversaryy On our anniversary, it’s great to look back on Walt Disney’s legacy and passionate pursuit of excellence that continues to drive the company forward today.” “We are incredibly grateful to generations of people around the world for being such a special part of our history and inviting our stories and characters into their lives on over the past century. Disney100 is a celebration of all of our fans, families, storytellers and creative visionaries whose talents and imaginations created the magical moments that have made Disney a constant part of global culture.”
Disney has a host of special events and content planned to mark its first century. On February 18, the museum’s exhibit, “Disney100: The Exhibition,” will open at Philadelphia’s Franklin Institute. Described as a 15,000-square-foot, 10-room gallery experience. The exhibition aims to show how Disney’s long record of innovation and creativity has shaped the entertainment business and pop culture in general. The exhibition is scheduled to tour the United States and Europe next year.
Disney stated, “The Walt Disney Archives opens its own treasure vault, showcasing more than 250 ‘crown jewels’–and rarely seen artwork, original artifacts, costumes, props, theme park attractions and more.
The media giant that was started by a mouse—as Walt Disney noted—was launched in his and his older brother Roy Disney’s name, on October 16, 1923. Disney’s anniversary celebration and slate of special events is set to run throughout this calendar year. Disney California’s theme parks – Disneyland and Disney’s California Adventure – have unveiled anniversary-themed nightly shows, “Fantastic Journeys” and “World of Color – One,” respectively.
