Disney+ - House of Disney+, The new Disney+ marketing campaign for Europe

By Mulder, 24 january 2022

House of Disney+, Disney+'s new European advertising campaign, has been on air in France since January 23, on TV, in cinemas, in digital, and on social networks. It focuses on the streaming platform's extraordinary offering, whether it's what consumers have come to expect from Disney+ - such as Pixar's Toy Story and 20th Century's The Simpsons franchises - or more surprising titles, such as the film 28 Weeks Later or the upcoming series The Kardashians. The goal of the campaign is to delight viewers and internet users with the rich catalog of series, movies and shows available to subscribers, but also to make them aware of its incredible diversity.

To the sound of a remixed version of Billy Fury's song "Wondrous Place" (1960), the spot opens with a camera movement that descends from the sky towards several apartment buildings, whose silhouette evokes the famous Disney castle. From a lighted Disney+ sign on one of the rooftops, the camera then takes viewers on a journey through a series of apartments where the residents relive scenes that echo the Disney+ content they are watching: Toy Story, King's Man: The Golden Circle, The Simpsons, The Kardashians, The Book of Boba Fett and 28 Weeks Later. At the end of the spot, the camera exits the building as the platform's new catchline "The Stories You Imagine + Many More" appears on screen.
Combining live action and CGI, the spot was directed by Ian Pons Jewell. It was designed in-house and executed by Leo Burnett London.

Since its launch in 2019, the number of Disney+ subscribers has continued to grow. Since last year, Disney+ in Europe has expanded its offerings to include content from 20th Century Studios, Disney Television Studios, FX and Searchlight Pictures - with a wide range that includes reality, drama, comedy and sci-fi - in addition to Disney, Pixar, Marvel, Star Wars and National Geographic titles. With its enhanced parental control options, Disney+ ensures a viewing experience that's right for every member of the family. Subscribers can restrict access to certain content, and create PIN-locked profiles to allow children to browse in a completely secure environment.

Usama Al-Qassab, Vice President Marketing Disney+ EMEA, The Walt Disney Company said, "Disney is all about timeless stories. With this campaign, we wanted to make sure viewers know that Disney+ delivers on that promise, and more. From "The Book of Boba Fett" to "Pam and Tommy" or "28 Weeks Later," or with our European productions program, subscribers can find just about anything they want on Disney+. Some may be pleasantly surprised by the offerings."

"Disney+ is making a name for itself with films and series that exceed subscriber expectations, as demonstrated by the recent time-traveling Beatles documentary Get Back," adds Ben Mooge, creative director of Publicis Groupe UK, who collaborated with the Publicis Imagine Power of One Team, which includes Leo Burnett London. "For nearly a century, Disney has been a model in the industry for storytelling and production. So we brought the same care and expertise to this campaign, which is both familiar and surprising."

The campaign launched today comes just weeks before the Disney+ arrivals of "Pam and Tommy" (Feb. 2) and the first French production "Week-End Family" ( Feb. 23)

(Source: press release)