Disney’s latest holiday ad, created by adam&eveDDB, tells the story of a child’s doodle that comes to life. Ad Critic Anselmo Ramos, co-founder and creative chairman of Gut, reviews the spot.
Do ads as iconic as the brand.
The best Disney commercial ever made is, hands down, that one where the frustrated wife tells the bewildered husband, “You never talk to me like you used to,” until he realizes what she means and says, “I love you” in Donald Duck’s raspy voice. It makes me cry every time. It’s human, insightful, emotional, quintessential Disney. We’ve been waiting for Disney to be Disney again. In the last couple of years, there’s been a positive shift. It feels good to see Disney getting its mojo back.
Stand for something so clear that the whole world knows what you’re all about.
“Another magical piece of art.” “Now THIS holiday commercial is REAL MAGIC.” “This brought back that Disney magic feeling from childhood.” These are real social media comments. Everybody knows Disney stands for “magic.” So, when you make an ad and people spontaneously repeat that word back to you, that’s, well, magical.
Start with the product and write your story around it.
“Can’t tell the story without the product” is still one of the simplest and most powerful principles of great advertising. The Doodle character could only express his vivid personality thanks to Mr. Potato Head’s mouth and moustache, just as in John Lewis’ “Monty the Penguin” and “The Boy and the Piano,” where the penguin toy and the piano tie the stories together at the end. That’s why this one feels stronger than “The Boy and the Octopus,” which conveyed an overall branding message. While the Christmas spirit is in the air, we also need to push some products.
Stuff your ad with as many easter eggs, cameos, and pop culture references as possible.
Get Stitch, Grogu, and Mr. Potato Head. Get the quirky and irreverent Taika Waititi. Get Randy Newman and Lyle Lovett to compose a special rendition of Toy Story’s “You’ve Got a Friend in Me.” Finally, give the monster-like Doodle creature the voice of John Goodman, the Sulley from “Monsters Inc.” Mix it well. And voilá. Enough reasons for people to like, comment, and share, and get to 33 million views on YouTube.
