Saturday, December 3, 2022

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    Disney’s ‘optimistic’ Christmas ad tells the story of a new sibling

    Following on from the success of last year’s ‘The Stepdad,’ Disney is once again pulling at the heartstrings this holiday season.

    ‘The Gift’ marks the final installment of the ‘From Our Family To Yours’ trilogy and tells the story of a little girl who is trying to adjust to the changing dynamics as her family prepares to welcome another child.

    It’s a touching story of sibling relationships, with the brand’s iconic mascot Mickey Mouse the constant that connects past, present and future generations.

    On the series, Disney’s marketing and communications vice-president Sarah Fox tells The Drum: “We always want our families to resonate with people globally and feel universal. This year’s advert is no different.”

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    To achieve that relatability, Fox explains that the brand spoke to families to try and understand what they prioritized during the festive period. “In terms of the format, the trilogy allowed us to explore our characters and tell interconnected stories, as well as enabling us to develop the animation each year, with more texture, more detailed sets and cozier lighting.”

    Two years ago fans were introduced to Nicole and her grandmother Lola, watching how festive traditions bonded them. Last year’s sequel ‘The Stepdad’ followed a grown-up Nicole and her own children, who welcomed stepdad Mike into their home.

    She continues: “We have also been able to evolve our characters, bringing more of their backstory to our audience and finding ways to ensure the threads remain between each story.”

    The project was a massive team effort, with 58 artists from New Zealand’s Flux Animation Studios tasked with creating thirteen characters, plus hundreds of props and clothing items. Alongside them, there’s a team of UK-based writers, global researchers and multiple teams of consultants from different countries, as well as producers, sound engineers and songwriters.

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    To excite Disney fans further, Encanto actress Jessica Darrow performed the emotive soundtrack, which was penned exclusively for the ad. Darrow said: “The holidays hold such a special place in my heart, and what better way to come together with family and loved ones than through the joy of music?”

    Of course, many families across the globe will be faced with a very different Christmas this year amid a cost of living crisis. “We know that Disney means a lot to families during the festive season – be that watching a movie together, dressing up as favorite characters or playing with toys,” continues Fox.

    “The campaign has run through some of the most uncertain times in history, and we hope that our short films provide entertainment, joy and optimism.”

    Interested in creative campaigns? Check out our Ad of the Day section and sign up for our Ads of the Week newsletter so you don’t miss a story.

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