Disney+ takes viewers on a magical, seamless journey through an apartment block showcasing its content, in an epic new spot for the EMEA region designed to tempt even more TV audiences to subscribe.
Blending live action and CGI, the spot, from Leo Burnett, was helmed by Ian Pons Jewell, known for his distinctive fantastical style on ads including Xbox's "Us Dreamers" and Squarespace's "Launch It."
It opens to a remixed soundtrack of "Wondrous Place" by Billy Fury as a camera descends from the sky onto a collection of apartment buildings whose silhouette resembles the iconic Disney Castle. The castle is actually a collection of separate buildings, one topped with an illuminated Disney+ sign. From there, the camera sweeps viewers into a journey through the various abodes.
There, we they witness live-action scenes featuring content available on Disney+, from “Toy Story” to “The King’s Man,” “The Simpsons,” “The Kardashians,” “The Book of Boba Fett,” and ”The Walking Dead.” In each scene, the inhabitants take cues from the content the characters are watching: for example, in one we see a family jumping down on a sofa together just like the well-known "Simpsons" sequence, while in another, a bunch of zombies watching "The Walking Dead" try to make breakfast and claw at the TV screen. The film ends with the camera shot pulling out of the apartment blocks to reveal all six rooms.
The "House of Disney" campaign will run across TV, cinema and on social. It comes as Disney+ is about to launch a raft of new content for EMEA viewers including “Pam and Tommy,” “The King’s Man” and “The Walking Dead." The point is to showcase that the breadth of Disney+ offerings goes beyond what the typical viewer might expect.
“Disney+ is fast becoming known for TV and movies beyond the expected—as so many of us who time-traveled with the “Beatles: Get Back” recently can testify to," commented Publicis Groupe UK’s Chief Creative Officer Ben Mooge, in a statement. "Disney has almost 100 years of rich heritage in setting the bar on storytelling and production—so we’ve brought the same care and craft in bringing this familiar yet surprising House of Disney+ to life.”