5 Tips from Disney's Enchanting, Chatty Sketch

Disneys newest holiday advertisement, produced by adam&eveDDB, showcases a childs doodle that magically springs to life. Anselmo Ramos, Ad Critic and co-founder and creative chairman of Gut, shares his take on the campaign.

One of the most unforgettable Disney ads is the one where a frustrated wife says to her puzzled husband, You never talk to me like you used to, prompting him to respond, I love you, in Donald Ducks iconic voice. Its heartwarming, insightful, and pure Disney emotion. Every time I see it, it moves me. This is the kind of storytelling that reminds us why Disney is special.

In recent years, Disney has been regaining its creative spark. This resurgence is refreshing, and its exciting to witness the brand reclaim its signature charm.

Clarity of Purpose

Disneys essence is universally recognized as magic. Social media reactions like Another magical piece of art, This is REAL MAGIC, and This brought back the Disney magic of childhood confirm this. When audiences naturally echo your brands core message, its a sign of true impact.

Product-Centered Storytelling

Successful advertising often starts with the product. The Doodles unique personality shines through only because of elements like Mr. Potato Heads mouth and moustache, similar to John Lewis stories featuring Monty the Penguin and The Boy and the Piano, where the product integrates seamlessly into the narrative. This approach makes the story more memorable than campaigns like The Boy and the Octopus, which focus primarily on overall branding.

Holiday Spirit Meets Product Promotion

While the festive atmosphere is essential, the products also need attention. The right balance ensures the ad is both enchanting and effective.

Layered Entertainment

Include Easter eggs, celebrity cameos, and cultural nods. Featuring characters like Stitch, Grogu, and Mr. Potato Head, engaging talent like Taika Waititi, and music from Randy Newman and Lyle Lovett adds depth. Giving the Doodle a voice like John Goodmans Sulley from Monsters Inc. creates a perfect mix, resulting in shareable content that has garnered over 33 million YouTube views.

Benchmark Against Yourself

Adam&eveDDBs 13 holiday campaigns for John Lewis set a high standard for festive storytelling. Disneys collaboration with them carries significant expectations. Though the campaign is off to a strong start, it feels like only the beginning. If Disney continues delivering magical stories each holiday season, it could potentially reach the iconic status John Lewis has achieved in festive advertising.

Author: Logan Reeves