Disney to launch ad campaign celebrating Mickey Mouse

"Why Do We Love the Mouse?" Advertising Campaign to Launch on Super Bowl Sunday

Shaquille O'Neal and Regis Philbin Celebrate Mickey Mouse in Premiere TV Spot

Disney's first-ever television advertising campaign celebrating Mickey Mouse will premiere on Super Bowl Sunday, with personalities selected from sports, music, film and television, it was announced today by Andrew P. Mooney, president, Worldwide Consumer Products.

The campaign showcases how people of all generations and walks of life connect with the world's most famous Mouse, as seen through the eyes of today's most interesting opinion leaders. The first of over 20 spots debuts during the final 15 minutes of the Super Bowl XXXIV pre-game telecast on Sunday, Jan. 30, on ABC.

"The 'Why do we love the Mouse?' campaign is a way to remind people everywhere of Mickey Mouse's special status in our lives," said Mooney. "With this campaign, we get to hear his virtues extolled by a wide range of personalities. And, as we see him through their eyes, we get to see him again for the first time."

"Mickey Mouse is a star for all time and all generations," said Michael Eisner, chairman and CEO of The Walt Disney Company. "Indeed, there aren't a lot of individuals who are loved by everyone from Shaquille O'Neal to Christina Aguilera. This highly inventive campaign is a playful way to remind Mickey's fans across the country that he is truly a mouse for all seasons."

Each "Why do we love the Mouse?" spot is filmed documentary-style in black and white, and concludes with new full-color animation of Mickey created for the campaign. The performances are humorously irreverent as the celebrities describe what they love most about Mickey Mouse.

The Super Bowl Sunday spot features Shaquille O'Neal and Regis Philbin. Following its Super Bowl Sunday debut, the "Why do we love the Mouse?" campaign continues on such special event programming as the Barbara Walters Academy Awards Special, the MTV Music Awards, and the NBA Playoffs, as well as national slots in primetime, daytime and early morning.

Other talent to be featured throughout the campaign includes: Kelsey Grammer, Christina Aguilera, Drew Carey, Derek Jeter, LeAnn Rimes, Tyra Banks, LFO, Melissa Joan Hart, and others.

"Why do we love the Mouse?" was created in-house at Disney Consumer Products by Dexter Fedor, senior vice president, Global Creative Development, under the direction of Susan Butterworth, executive vice president, creative development and marketing, worldwide. "There's a little bit of the Mouse in everyone," says Fedor. "And those connections are as unexpected as the people who share them."

-- Posted January 27, 2000

Source: Company Press Release