Disney Visits Beckon with Warm Fuzzies

Brandweek, July 17, 2000 by Mike Beirne

Bidding to further boost awareness for the Millennium Celebration at its Epcot Center, Walt Disney World bows three new ads this week using kids to tug at parent's heartstrings.

The unscripted spots from Leo Burnett, Chicago, feature three tykes talking about ho-hum Millennium memories like "wearing shoes with sparkles" or "my sister sang a song." Messages interspersed between the bland recollections warn," The year is almost over," and "How will your kids remember the Millennium?" Ads invite parents to "Come make memories that last a lifetime."

Given the high awareness about the celebration at Epcot--thanks to a $35.4 million media spend between October and March, versus $64.7 million for all of 1999, per Competitive Media Reporting--focusing on typical theme park scenes was unnecessary, said Becky Swanson, Burnett's creative director for the campaign.

Since the century date change turned out to be a big yawner, the agency team positioned the celebration by wondering what kids would remember. The ads will initially air in 20 markets before running nationally on prime time network and cable.