Disney Kicks Off Its Super Bowl Campaign
With this year’s Super Bowl already in the can, Disney has already started promoting that the biggest sports event of the year will be heading to Disney’s platforms, including ESPN and ABC, in 2027 with a brand new campaign called “We’re Going”.
The campaign kicked off with a video that reimagines the “I’m Going to Disney World” Super Bowl tradition through a modern lens, bringing together more than 60 iconic characters from across the worlds of Disney, all in their familiar worlds and settings, united by a single destination: Super Bowl LXI.
Buzz Lightyear and Woody kick off the cascade of Disney appearances, setting the tone for a rapid-fire series of cameos that includes Darth Vader; Iron Man; Frozen’s Anna, Elsa, Sven, Olaf and Kristoff; Moana; Deadpool & Wolverine; Grogu; Stitch; The Muppets; Zootopia’s Judy Hopps & Nick Wilde; Bart Simpson; and R2 D2 and C-3PO, among many others. Maui from Moana appears in the final scene, transforming into an eagle as he joins Lightning McQueen and a host of Disney characters together on the road to Los Angeles.
Joe Buck and Troy Aikman — who will call their seventh Super Bowl together in 2027 — are featured in their broadcast booth. ESPN’s Jason Kelce, and Peyton and Eli Manning also all make appearances.
Check out the new “Super Bowl” trailer below:
The creative concept is more than 40 years in the making, drawing inspiration from the legendary “I’m going to Disney World” phrase famously declared by Super Bowl champions moments after winning America’s biggest game. The tradition began in 1987 when former New York Giants quarterback Phil Simms first delivered the now iconic line after being named Super Bowl XXI Most Valuable Player. Over the ensuing decades, the phrase became a defining element of Super Bowl celebrations — and now serves as the creative foundation for ESPN’s first Super Bowl marketing campaign.
Asad Ayaz, Chief Marketing and Brand Officer, The Walt Disney Company said in a statement:
“Few phrases are as instantly recognizable in sports as ‘I’m going to Disney World. This campaign brings together the scale of ESPN, the global power of Disney’s brands and characters, and the excitement of the Super Bowl to create a shared moment that signals just how big this milestone is for our company and fans.”
Added Tina Thornton, Executive Vice President, Creative Studio and Marketing at ESPN:
“‘We’re Going’ is just the beginning of a year-long adventure to our first Super Bowl. It sets the tone for how we’re approaching Super Bowl LXI — by bringing together the storytelling power of Disney with the scale, voice, and passion of ESPN. Together, it allows us to build momentum, create emotional connection, and bring fans with us every step of the way.”
“We’re Going” was developed collectively by ESPN (ESPN’s internal creative agency across business units, ESPN Creative Studio; Marketing, Synergy); The Walt Disney Studios’ internal creative agency, The Hive; TWDC Corporate Brand Management; Disney Entertainment Television; Industrial Light & Magic; Pixar, Walt Disney Animation Studios; and Marvel Studios; and creative agency Arts & Letters.
Roger’s Take: With the amount of money the Super Bowl brings in from advertising, it’s not a surprise to see Disney is taking advantage of the interest in the event this week, while there is still interest in this year’s event. No doubt we will see Disney restart its major campaign early next year and take advantage of its massive amount of franchises to help promote it. While the game will be available on ESPN On Disney+, hopefully, all Disney+ subscribers will be able to enjoy the next big event.
Are you looking forward to the Super Bowl arriving on Disney’s platforms? Let me know on social media!
