"I'm going to Disney World!" and "I'm going to Disneyland!" are
advertising slogan
Advertising slogans are short phrases used in advertising campaigns to generate publicity and unify a company's marketing strategy. The phrases may be used to attract attention to a distinctive product feature or reinforce a company's brand.
Etym ...
s used in a series of
television commercials
A television advertisement (also called a television commercial, TV commercial, commercial, spot, television spot, TV spot, advert, television advert, TV advert, television ad, TV ad or simply an ad) is a span of television programming produce ...
by
The Walt Disney Company
The Walt Disney Company, commonly known as Disney (), is an American multinational mass media and entertainment conglomerate headquartered at the Walt Disney Studios complex in Burbank, California. Disney was originally founded on October ...
that began airing in 1987. Used to promote the
company's theme park resorts in
Florida
Florida is a state located in the Southeastern region of the United States. Florida is bordered to the west by the Gulf of Mexico, to the northwest by Alabama, to the north by Georgia, to the east by the Bahamas and Atlantic Ocean, and to ...
and
California
California is a U.S. state, state in the Western United States, located along the West Coast of the United States, Pacific Coast. With nearly 39.2million residents across a total area of approximately , it is the List of states and territori ...
, the commercials most often are broadcast following the
Super Bowl
The Super Bowl is the annual final playoff game of the National Football League (NFL) to determine the league champion. It has served as the final game of every NFL season since 1966, replacing the NFL Championship Game. Since 2022, the game ...
and typically feature an
NFL
The National Football League (NFL) is a professional American football league that consists of 32 teams, divided equally between the American Football Conference (AFC) and the National Football Conference (NFC). The NFL is one of the major ...
player (usually the
Super Bowl MVP
The Super Bowl Most Valuable Player Award, or Super Bowl MVP, is presented annually to the most valuable player of the Super Bowl, the National Football League's (NFL) championship game. The winner is chosen by a panel of 16 football writers a ...
) shouting the phrase while celebrating the team's victory immediately after the championship game. These commercials have also promoted champions from other sports, and winners of non-sport competitions such as ''
American Idol
''American Idol'' is an American singing competition television series created by Simon Fuller, produced by Fremantle North America and 19 Entertainment, and distributed by Fremantle North America. It aired on Fox from June 11, 2002, to Ap ...
''.
Format
Disney refers to the campaign as "What's Next?" in reference to the commercial's usual format, which has the star appear to be answering a question posed by an unseen narrator—"What are you going to do next?"—after his or her moment of triumph. The narrator is
Mark Champion
Mark Champion (born August 8, 1950) is an American radio sportscaster who is the current primary radio play-by-play voice of the Detroit Pistons, a position he has served in since 2001. When the Pistons are on national television, however, George ...
, a veteran radio
play-by-play
In sports broadcasting, a sports commentator (also known as sports announcer or sportscaster) provides a real-time commentary of a game or event, usually during a live broadcast, traditionally delivered in the historical present tense. Radio was ...
announcer for the
Tampa Bay Buccaneers
The Tampa Bay Buccaneers are a professional American football team based in Tampa, Florida. The Buccaneers compete in the National Football League (NFL) as a member club of the league's National Football Conference (NFC) NFC South, South divisio ...
,
Detroit Lions
The Detroit Lions are a professional American football team based in Detroit. The Lions compete in the National Football League (NFL) as a member of the National Football Conference (NFC) North Division. The team play their home games at Ford ...
,
Detroit Pistons
The Detroit Pistons are an American professional basketball team based in Detroit. The Pistons compete in the National Basketball Association (NBA) as a member of the league's Eastern Conference Central Division and play their home games at Li ...
, and
Westwood One
Westwood One is an American radio network
There are two types of radio network currently in use around the world: the one-to-many (simplex communication) broadcast network commonly used for public information and mass-media entertainment, and ...
. Most ads feature the song "
When You Wish Upon a Star" and end with a shot of fireworks over
Cinderella Castle
Cinderella Castle is Cinderella (Disney character), Cinderella's home fairy tale castle and the icon at the center of two Disney theme parks: the Magic Kingdom at Walt Disney World, and Tokyo Disneyland at the Tokyo Disney Resort. Both serve as ...
or
Sleeping Beauty Castle
Sleeping Beauty Castle is a fairy tale
A fairy tale (alternative names include fairytale, fairy story, magic tale, or wonder tale) is a short story that belongs to the folklore genre. Such stories typically feature magic (paranormal), magic ...
.
Typically the star records two versions of the commercial, one for each phrase, so that the ads can be broadcast in different American
media market
A media market, broadcast market, media region, designated market area (DMA), television market area, or simply market is a region where the population can receive the same (or similar) television and radio station offerings, and may also incl ...
s to strategically promote either the
Walt Disney World
The Walt Disney World Resort, also called Walt Disney World or Disney World, is an entertainment resort complex in Bay Lake and Lake Buena Vista, Florida, United States, near the cities of Orlando and Kissimmee. Opened on October 1, 1971, th ...
Resort in Florida or the
Disneyland
Disneyland is a amusement park, theme park in Anaheim, California. Opened in 1955, it was the first theme park opened by The Walt Disney Company and the only one designed and constructed under the direct supervision of Walt Disney. Disney in ...
Resort in California. In most cases, Disney arranges for its star to appear in a parade at either Disneyland or one of the Walt Disney World theme parks the day immediately following the victory in order to fulfill the spoken promise in one version.
History
Original campaign
In his 1998 memoir ''Work in Progress'', Disney CEO
Michael Eisner
Michael Dammann Eisner (born March 7, 1942) is an American businessman and former chairman and chief executive officer (CEO) of The Walt Disney Company from September 1984 to September 2005. Prior to Disney, Eisner was president of rival film st ...
credited his wife, Jane, with the idea for the campaign. According to Eisner, during the January 1987 grand opening for the
Star Tours
Star Tours was a motion simulator attraction at several Disney theme parks, based on the successful ''Star Wars'' film series created by George Lucas. Set in the ''Star Wars'' universe, the attraction sent guests on an excursion trip to Endor, ...
attraction at Disneyland, the couple dined with
Dick Rutan
Richard Glenn Rutan (born July 1, 1938) is a retired United States Air Force officer and fighter pilot, test pilot, and record-breaking aviator who in 1986 piloted the Voyager aircraft on the first non-stop, non-refueled around-the-world flight ...
and
Jeana Yeager
Jeana Lee Yeager (born May 18, 1952) is an American aviator. She co-piloted, along with Dick Rutan, the first non-stop, non-refueled flight around the world in the Rutan Voyager aircraft from December 14 to 23, 1986. The flight took 9 days, 3 m ...
, who in December 1986 had piloted the
first aircraft to fly around the world without stopping or refueling. After Jane Eisner asked what the pilots planned to do next, they replied, "Well, we're going to Disneyland." She later told her husband the phrase would make a great advertising campaign.
Following
Super Bowl XXI
Super Bowl XXI was an American football game between the American Football Conference (AFC) champion Denver Broncos and the National Football Conference (NFC) champion New York Giants to decide the National Football League (NFL) champion for the ...
on January 25, 1987, a Disney commercial starred
New York Giants
The New York Giants are a professional American football team based in the New York metropolitan area. The Giants compete in the National Football League (NFL) as a member club of the league's National Football Conference (NFC) East division. ...
quarterback
Phil Simms
Phillip Martin Simms (born November 3, 1955) is an American former football quarterback who spent his entire 15-year professional career playing for the New York Giants of the National Football League (NFL). He is currently a television sport ...
, in which he was asked "Now that you've won the Super Bowl, Phil Simms, what are you going to do?" Simms, who replied "I'm going to Disney World", was paid $75,000;
John Elway
John Albert Elway Jr. (born June 28, 1960) is an American professional football executive and former quarterback who is the president of football operations for the Denver Broncos of the National Football League (NFL).
Elway played college f ...
was paid the same amount, in case the
Denver Broncos
The Denver Broncos are a professional American football franchise based in Denver. The Broncos compete in the National Football League (NFL) as a member club of the league's American Football Conference (AFC) West division. The team is headquart ...
won. The company later aired three more ads that year with other athletes following major sports championships.
While appearing in a subsequent parade at the
Walt Disney World Resort
The Walt Disney World Resort, also called Walt Disney World or Disney World, is an entertainment resort complex in Bay Lake, Florida, Bay Lake and Lake Buena Vista, Florida, Lake Buena Vista, Florida, United States, near the cities of Orlando ...
,
1994 Winter Olympics
The 1994 Winter Olympics, officially known as the XVII Olympic Winter Games ( no, De 17. olympiske vinterleker; nn, Dei 17. olympiske vinterleikane) and commonly known as Lillehammer '94, was an international winter multi-sport event held fro ...
figure skater
Nancy Kerrigan
Nancy Ann Kerrigan (born October 13, 1969) is an American figure skating, figure skater and actress. She won bronze medals at the 1991 World Figure Skating Championships, 1991 World Championships and the Figure skating at the 1992 Winter Olympic ...
was recorded saying to
Mickey Mouse
Mickey Mouse is an animated cartoon Character (arts), character co-created in 1928 by Walt Disney and Ub Iwerks. The longtime mascot of The Walt Disney Company, Mickey is an Anthropomorphism, anthropomorphic mouse who typically wears red sho ...
, "This is dumb. I hate it. This is the most corniest thing I have ever done." However, Kerrigan said her comments were taken out of context. She said that being in the parade was not corny, but wearing her Silver Medal during the parade was since her parents taught her never to brag or show off her accomplishments. Kerrigan also went on to say that she had nothing against the Disney Company or Mickey Mouse and said, "Whoever could find fault with Mickey Mouse? He's the greatest mouse I've ever known."
Ray Lewis
Raymond Anthony Lewis Jr. (born May 15, 1975) is an American former professional American football, football player who played as a Linebacker#Middle linebacker, middle linebacker with the Baltimore Ravens for his entire 17-year career in th ...
was named
Super Bowl XXXV
Super Bowl XXXV was an American football game between the American Football Conference (AFC) champion Baltimore Ravens and the National Football Conference (NFC) champion New York Giants to decide the National Football League (NFL) champion for ...
MVP, but because of a murder trial he was involved in the previous year, the phrase "I'm going to Disney World!" was given instead to quarterback
Trent Dilfer
Trent Farris Dilfer (born March 13, 1972) is a former American football quarterback and analyst who played in the National Football League (NFL) for 14 seasons. He is best known as the starting quarterback of the Baltimore Ravens during their Su ...
.
In subsequent years, Disney reportedly has offered $30,000 to athletes and other stars for participating in the ads and appearing at one of its theme parks.
Although
Tom Brady
Thomas Edward Patrick Brady Jr. (born August 3, 1977) is an American football quarterback for the Tampa Bay Buccaneers of the National Football League (NFL). He spent his first 20 seasons with the New England Patriots organization, with which ...
was named MVP of
Super Bowl LI
Super Bowl LI was an American football game played at NRG Stadium in Houston, Houston, Texas, on February 5, 2017, to determine the champion of the National Football League (NFL) for the 2016 NFL season, 2016 season. The American Football Confer ...
, he gave the Disney trip to teammate
James White.
2006 return
In 2006, the campaign resumed before
Super Bowl XL
Super Bowl XL was an American football game between the National Football Conference (NFC) champion Seattle Seahawks and the American Football Conference (AFC) champion Pittsburgh Steelers to decide the National Football League (NFL) champion f ...
as Disney
projected
Projected is an American rock supergroup consisting of Sevendust members John Connolly and Vinnie Hornsby, Alter Bridge and Creed drummer Scott Phillips, and former Submersed and current Tremonti guitarist Eric Friedman. The band released thei ...
scenes from the 20-year history of the campaign onto a
Detroit
Detroit ( , ; , ) is the largest city in the U.S. state of Michigan. It is also the largest U.S. city on the United States–Canada border, and the seat of government of Wayne County. The City of Detroit had a population of 639,111 at th ...
skyscraper
A skyscraper is a tall continuously habitable building having multiple floors. Modern sources currently define skyscrapers as being at least or in height, though there is no universally accepted definition. Skyscrapers are very tall high-ris ...
in the days before the game. During the television broadcast, Disney aired a commercial showing members of the
Pittsburgh Steelers
The Pittsburgh Steelers are a professional American football team based in Pittsburgh. The Steelers compete in the National Football League (NFL) as a member club of the American Football Conference (AFC) North division. Founded in , the Steel ...
and
Seattle Seahawks
The Seattle Seahawks are a professional American football team based in Seattle. The Seahawks compete in the National Football League (NFL) as a member club of the league's National Football Conference (NFC) West, which they rejoined in 2002 as ...
practicing how they would deliver the famous phrase while preparing for the game. The following day, the company began airing a traditional "What's Next" commercial featuring Steelers
Hines Ward
Hines Edward Ward Jr. (born March 8, 1976) is an American football coach and former wide receiver of the National Football League (NFL). He played college football at the University of Georgia and was drafted by the Pittsburgh Steelers in the ...
and
Jerome Bettis
Jerome Abram Bettis Sr. (born February 16, 1972) is a former American football running back who played in the National Football League (NFL) for 13 seasons, primarily with the Pittsburgh Steelers. Nicknamed "the Bus" for his large size and runn ...
. Even though it was not part of the ad buy in 2016,
Peyton Manning
Peyton Williams Manning (born March 24, 1976) is an American former football quarterback who played in the National Football League (NFL) for 18 seasons. Nicknamed "the Sheriff", he spent 14 seasons with the Indianapolis Colts and four with th ...
said the famous phrase in an interview after
Super Bowl 50
Super Bowl 50 was an American football game to determine the champion of the National Football League (NFL) for the 2015 season. The American Football Conference (AFC) champion Denver Broncos defeated the National Football Conference (NFC) cha ...
.
2020 overhaul
For
Super Bowl LIV
Super Bowl LIV was an American football game played to determine the champion of the National Football League (NFL) for the 2019 season. The American Football Conference (AFC) champion Kansas City Chiefs defeated the National Football Conferenc ...
in 2020,
Disney Parks, Experiences and Products
Disney Parks, Experiences and Products, Inc., formerly Walt Disney Parks and Resorts Worldwide, Inc. and informally known as Disney Parks, is one of The Walt Disney Company's five major business segments and a subsidiary. It was founded on Apri ...
was the official sponsor of that game's MVP ceremony;
Patrick Mahomes
Patrick Lavon Mahomes II (born September 17, 1995) is an American football quarterback for the Kansas City Chiefs of the National Football League (NFL). The son of former Major League Baseball (MLB) pitcher Pat Mahomes, he initially played co ...
' announcement of the phrase was thus embedded into the broadcast post-game show, which included appearances by
Mickey
Mickey is a given name and nickname, almost always masculine and often a short form (hypocorism) of Michael (given name), Michael, and occasionally a surname. Notable people and characters with the name include:
People Given name or nickname Men ...
and
Minnie Mouse
Minnie Mouse is a cartoon character created by The Walt Disney Company. As the longtime sweetheart of Mickey Mouse, she is an anthropomorphic mouse with white gloves, a bow, polka-dotted dress, white bloomers, and low-heeled shoes occasionally w ...
alongside 10 year-old
Make-a-Wish
The Make-A-Wish Foundation is a 501(c)(3) nonprofit organization founded in the United States that helps fulfill the wishes of children with a critical illness between the ages of and 18 years old.
Make-A-Wish was founded in 1980 and headquart ...
child Nathaniel from Austin, Texas.
[ During the Disney World parade honoring Mahomes, Nathaniel also took part, representing the Make-a-Wish Foundation.] Nathaniel also posed with Mahomes, Disney Parks, Experiences and Products Chairman Bob Chapek
Robert Alan Chapek (born 1960) is an American media executive who was the chief executive officer (CEO) of The Walt Disney Company from 2020 to 2022.
Before becoming CEO, Chapek had a 26-year career with The Walt Disney Company, beginning in th ...
, Mickey and Minnie, NFL Commissioner Roger Goodell
Roger Stokoe Goodell (born February 19, 1959) is an American businessman who is currently the commissioner of the National Football League (NFL). On August 8, 2006, Goodell was chosen to succeed retiring commissioner Paul Tagliabue. He was chosen ...
and Make-A-Wish America President/CEO Richard K. Davis when Chapek announced a $1 million donation to the Make-a-Wish Foundation in Mahomes' honor. 17 other children from the Make-A-Wish Foundation also got free passes to attend the parade as well.
Stars and celebrations
The commercials generally star a single NFL player immediately following the Super Bowl but the campaign also has featured athletes from other championship games and several non-celebrities.
References
{{Super Bowl commercials
The Walt Disney Company
Super Bowl commercials
American advertising slogans
Walt Disney World
Disneyland
1987 neologisms
Advertising campaigns