I'm going to Disney World!
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"I'm going to Disney World!" and "I'm going to Disneyland!" are advertising slogans used in a series of television commercials by The Walt Disney Company that began airing in 1987.[1] Used to promote the company's theme park resorts in Florida and California, the commercials most often are broadcast following the Super Bowl and typically feature an NFL player (usually the Super Bowl MVP) shouting the phrase while celebrating the team's victory immediately after the championship game.[2] These commercials have also promoted champions from other sports, athletes setting records, and winners of non-sport competitions such as American Idol.
Format
[edit]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, a veteran radio play-by-play announcer for the Tampa Bay Buccaneers, Detroit Lions, Detroit Pistons, and Westwood One.[3] Most ads feature the song "When You Wish Upon a Star" and end with a shot of fireworks over Cinderella Castle or Sleeping Beauty Castle.
Typically the star records two versions of the commercial, one for each phrase, so that the ads can be broadcast in different American media markets to strategically promote either the Walt Disney World Resort in Florida or the Disneyland 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.[4]
History
[edit]Original campaign
[edit]In his 1998 memoir Work in Progress, Disney CEO Michael Eisner credited his wife, Jane, with the idea for the campaign.[5] According to Eisner, during the January 1987 grand opening for the Star Tours attraction at Disneyland, the couple dined with Dick Rutan and Jeana Yeager, 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 on January 25, 1987, a Disney commercial starred New York Giants quarterback Phil Simms, in which he was asked "Phil Simms, you've just won the Super Bowl. What are you doing next?". Simms, who replied "I'm gonna to go to Disney World!", was paid $75,000; John Elway was paid the same amount, in case the Denver Broncos won.[6] The company later aired three more ads that year with other athletes following major sports championships.[citation needed]
Following Super Bowl XXV in 1991, OJ Anderson the games MVP was given the option to say the traditional I'm going to Walt Disney World or to dedicate the win for the troops due to the Gulf War. Anderson chose the latter.
While appearing in a subsequent parade at the Walt Disney World Resort, 1994 Winter Olympics figure skater Nancy Kerrigan was recorded saying to Mickey Mouse, "This is dumb. I hate it. This is the most corniest thing I have ever done."[7] Kerrigan, however, claimed that her remarks had been misinterpreted. She claimed that while participating in the parade was not corny, wearing her Silver Medal was because her parents had taught her not to boast or flaunt 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."[8]
Ray Lewis was named Super Bowl XXXV 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.[9]
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.[10] [needs update]
2006 return
[edit]In 2006, the campaign resumed before Super Bowl XL as Disney projected scenes from the 20-year history of the campaign onto a Detroit skyscraper in the days before the game.[11] During the television broadcast, Disney aired a commercial showing members of the Pittsburgh Steelers and Seattle Seahawks 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 and Jerome Bettis.[12] Even though it was not part of the ad buy in 2016, Peyton Manning said the famous phrase in an interview after Super Bowl 50.[13]
Although Tom Brady was named MVP of Super Bowl LI, he gave the Disney trip to teammate James White.[14]
2020 overhaul
[edit]For Super Bowl LIV in 2020, Disney Parks, Experiences and Products was the official sponsor of that game's MVP ceremony;[15] Patrick Mahomes' announcement of the phrase was thus embedded into the broadcast post-game show, which included appearances by Mickey and Minnie Mouse alongside 10 year-old Make-a-Wish child Nathaniel from Austin, Texas.[16][17] During the Disney World parade honoring Mahomes, Nathaniel also took part, representing the Make-a-Wish Foundation.[18][19][20][16][21] Nathaniel also posed with Mahomes, Disney Parks, Experiences and Products Chairman Bob Chapek, Mickey and Minnie, NFL Commissioner Roger Goodell 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.[22] 17 other children from the Make-A-Wish Foundation also got free passes to attend the parade as well.[16][21]
Stars and celebrations
[edit]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
[edit]- ^ McClintock, John (February 4, 2008). "Dreams Come True as Super Bowl XLII MVP Eli Manning Proclaims, 'I'm Going to Disneyland!'" (Press release). Disney. Archived from the original on February 8, 2009. Retrieved December 25, 2017.
- ^ FitzGerald, Tom (February 3, 2008). "Super Bowl cameraman juggles to catch jingle". San Francisco Chronicle.
- ^ "Pistons Announcers". NBA.com. Detroit Pistons. Archived from the original on April 7, 2004.
Most recognized among NFL announcing circles for his work with the Lions and Tampa Bay Buccaneers, Champion serves as the voice for Disney in their yearly commercial each season asking the Super Bowl MVP "where are you going to next?"
- ^ Vacchiano, Ralph (May 8, 2008). "Eli Manning floats in for Disney parade". Daily News. Archived from the original on May 10, 2008.
- ^ Eisner, Michael; Schwartz, Tony (1998). Work in Progress. Random House. ISBN 0-375-50071-5.
- ^ Litsky, Frank (July 12, 1987). "Different Fortunes for Two Champions". New York Times.
- ^ Lowitt, Bruce (November 29, 1999). "Harding, Kerrigan are linked forever by skating incident". St. Petersburg Times. sptimes.com. Archived from the original on August 16, 2000.
- ^ "More Will Be Heard From Kerrigan". March 7, 1994.[dead link]
- ^ "Endorsement exile: Disney, Wheaties among those passing on MVP Lewis". CNNSI.com. Associated Press. January 31, 2001. Archived from the original on February 8, 2001.
- ^ Jolly, Tom (January 26, 1998). "Not Going to Disneyland". New York Times.
- ^ "For Super Bowl XL, 'I'm Going to Disney World' Goes X-tra Large On Detroit Skyline". PR Newswire (Press release). February 22, 2008. Archived from the original on February 22, 2008.
- ^ Bouchette, Ed (February 7, 2006). "Ward's MVP performance in Super Bowl XL puts him in special class". Pittsburgh Post-Gazette. Archived from the original on August 29, 2007.
- ^ Glover, Erin (February 8, 2016). "Peyton Manning 'Going to Disneyland' to Celebrate Super Bowl Victory". Disney Parks Blog. Archived from the original on February 9, 2016.
- ^ "James White Celebrates In Disney World After Patriots Win Super Bowl LI". February 7, 2017.
- ^ Fry, Darrel (January 31, 2020). "Disney Parks To Make Dreams – and Wishes – Come True During Super Bowl LIV". Disney Parks, Experiences and Products. Archived from the original on December 8, 2023. Retrieved February 3, 2020.
- ^ a b c Greenstein, Melissa (February 3, 2020). "Patrick Mahomes 'going to Disney World' after Super Bowl win". KSHB.
- ^ Bevil, Dewayne (February 2, 2020). "Patrick Mahomes after Super Bowl: 'I'm going to Disney World'". Orlando Sentinel. Retrieved February 3, 2020.
- ^ "Patrick Mahomes Heading to Disney World With Make-A-Wish Child from Texas". 106.3 The Buzz. February 3, 2020.
- ^ "Super Bowl MVP Patrick Mahomes Joined by Make-A-Wish Recipient at Disney World Parade". www.yahoo.com. February 3, 2020.
- ^ "Super Bowl MVP Patrick Mahomes Heads To Disney World With Make-A-Wish Child From Texas". CBS News. February 3, 2020.
- ^ a b "Super Bowl 2020: MVP Patrick Mahomes Attends Disney World Parade". PEOPLE.com.
- ^ "Disney Parks Donates $1 Million to Make-A-Wish in Honor of Super Bowl LIV MVP Patrick Mahomes". Disney Parks Blog. February 3, 2020. Archived from the original on February 3, 2020.
- ^ a b c d e f g h i j k l m n o p q r s t u v w x y z aa ab ac ad ae af ag ah ai aj ak al am an ao ap aq ar as ""I'm Going to Disney World" Historical Release". Disney Sports News (Press release). Archived from the original on February 27, 2024. Bien, Louis (February 2, 2014). "How Disney World and the Super Bowl got together". SBNation.com.
- ^ Bock, Hal (February 8, 1988). "Super Bowl may give Williams free ride". The Jackson Sun. Jackson TN. The Associated Press. p. 13.
- ^ Friend, Tom (February 1, 1993). "Open invitation" (Newspapers.com). Austin American-Statesman. Austin TX. New York Times News Service. Retrieved July 10, 2020.
- ^ Roy, Michael (March 18, 2010). Patrick Roy: Winning, Nothing Else. John Wiley & Sons. ISBN 978-0470737491.
- ^ "Super Bowl XXXVI Tom Brady I'm Going to Disney World". YouTube. November 11, 2011.
- ^ Elliott, Stuart (November 1, 2004). "With Curse Reversed, Marketers Love Red Sox". New York Times.
- ^ Wilbur, Eric (2004). "St. Louis smiles". Boston Globe. Boston MA. Retrieved July 10, 2020.
- ^ Dungy, Rhodes (February 5, 2007). "Who's going to Disney World?". NBC Sports. Associated Press. Archived from the original on April 20, 2008. Retrieved May 25, 2008.
- ^ Donohue, Pete (February 5, 2008). "Greet Eli & Co" (Newspapers.com). Daily News. New York City NY. Retrieved July 10, 2020.
- ^ The Walt Disney Company (2008). "Walt Disney World commercial". YouTube. Archived from the original on December 19, 2021. Retrieved July 10, 2020.
- ^ Powers, Scott (May 22, 2008). "American Idol coming to Disney World — now and later". Orlando Sentinel. Archived from the original on February 7, 2009.
- ^ Borzillo-Vrenna, Carrie (May 21, 2009). "Kris Allen: "I'm Going to Disney World!"". E! Online. Retrieved July 10, 2020.
- ^ "Kris Allen: 'I'm Going to Disney World!'". The Oklahoman. GateHouse Media. May 21, 2009. Archived from the original on July 10, 2020. Retrieved July 10, 2020.
- ^ "American Idol winner Kris Allen says he's going to Disney World – Photos and Video". Attractions Magazine. May 21, 2009. Retrieved July 10, 2020.
- ^ MTV News Staff. "Why Did Bruce Springsteen Say 'I'm Going To Disneyland' After Super Bowl Performance?". MTV News. Archived from the original on July 10, 2020.
- ^ "Drew Brees -- 'I'm Going to Disney World'". Disney Parks Blog. February 7, 2010. Archived from the original on June 14, 2023.
- ^ "American Idol: Lee's going to Disney World". Los Angeles Times. March 9, 2014. Archived from the original on July 11, 2020. Retrieved July 10, 2020.
- ^ "Aaron Rodgers Practiced His "I'm Going To Disney World" For Days Before The Super Bowl". Deadspin. May 20, 2011. Archived from the original on October 20, 2023.
- ^ Brigante, Ricky (May 26, 2011). "American Idol winner Scotty McCreery set for Walt Disney World visit to Hollywood Studios attraction".
- ^ Duncan, Gene (February 7, 2012). "Super Duo (photo)" (Newspapers.com). The Times-Tribune. Scranton PA. Retrieved July 10, 2020.
- ^ Glover, Erin (February 8, 2016). "Peyton Manning Celebrates Super Bowl Victory at the Disneyland Resort". Disney Parks Blog. Archived from the original on February 9, 2016.
- ^ Goldman, Charles (February 3, 2020). "Chiefs QB Patrick Mahomes finally knows what it feels like to say, 'I'm going to Disney World'". Chiefs Wire.
- ^ "Disney releases 'I'm Going to Disney World' commercial featuring Super Bowl MVP Patrick Mahomes". KMBC. February 3, 2020.
- ^ Mohamed, Theron (February 5, 2020). "Super Bowl MVP Patrick Mahomes made $1 billion for Disney with 5 words, experts say | Markets Insider". Business Insider.
- ^ Bevil, Dewayne (February 8, 2021). "Brady and Gronk after Super Bowl: 'We're going to Disney World'". Orlando Sentinel.
- ^ Pimental, Joseph (February 14, 2022). "Disneyland parade to celebrate LA Rams' Kupp, Donald and Stafford". Spectrum News 1.
- ^ Schmidt, Heidi (February 12, 2023). "I'm Going to Disneyland!' says Kansas City Chiefs MVP quarterback". Fox 4. Archived from the original on February 13, 2023. Retrieved February 13, 2023.
- ^ Andaloro, Angela; Vasquez, Ingrid (February 13, 2024). "Patrick and Brittany Mahomes Have Day of Family Fun at Disneyland After Super Bowl 2024 Victory". People.com. People Magazine.
- ^ Gavin, Mike (February 12, 2024). "Patrick Mahomes is going to Disneyland … again. Here's how the Super Bowl tradition started". NBC Los Angeles.
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