Walt Disney Co. on Super Bowl Sunday begins its first TV campaign promoting Mickey Mouse. The year-long effort starts with a 30-sec. pre-game spot on Disney's ABC. Spots in the campaign, filmed in pseudo-documentary style, will feature celebrities explaining what they love about the animated rodent. The first spot features Shaquille O'Neal and Regis Philbin; future spots will feature Tyra Banks, Drew Carey, Kelsey Grammer and others. The campaign, created in-house, will air on other programs including ABC's Barbara Walters Academy Awards Special as well as on the MTV Music Awards and NBA Playoffs.
Copyright January 2000, Crain Communications Inc.