There are popular advertisements, beloved commercials and greatly-successful marketing campaigns. But in the history of the Super Bowl, few companies have pulled off the feat Disney achieved.
According to System1, a company that measures audience response to commercials, Disney hit a grand slam in the 9th inning with the “Disney 100” commercial. While the viewership on YouTube might be lower than many movie trailers springboarded during the big game, when it comes to creating positivity for Disney’s image, this may have ben exactly what they needed. Disney has been on a slide as of late, dropping in polling for the last two years from a position where they were once one of the most beloved companies on the planet… to now being viewed as divisive and political.
Axios Harris Poll Shows Disney Popularity Plunging Since 2019
Yet the ad from the Super Bowl looks to be a beacon for where the company should aim in the future. Whatever worked in the commercial, it allegedly worked very well. According to System1, Disney’s ad was in the top 1% of all ads historically in terms of audience reception.
System1’s Test Your Ad platform predicts the short- and long-term commercial impact of ads by measuring viewers’ second-by-second emotional responses to creative. It assigns ads a Star Rating, from 1 to 5.9-Stars, based on their ability to drive market share growth. Usually only 1 per cent of ads secure a 5-Star score.
For Disney, they achieved far beyond the five star mark. They also took first place among all commercials for the night using this rubric.
Disney – Disney100 Special Look – 5.3-Stars
In a Super Bowl full of movie stars and movie-themed ads, it’s fitting that the top-scoring ad comes from Disney, whose 100-year anniversary celebration is crammed with famous faces and big moments. From 1923’s Steamboat Willie to 2022’s Avatar sequel, when Disney deploys its full armory of characters a high-scoring ad is almost guaranteed. And a major anniversary is the perfect opportunity.
There was absolutely nothing divisive or political in this latest ad from Disney. It’s also almost certainly a commercial created under Bob Chapek for the big game. Let’s hope that Robert Iger can see the success of this campaign and continue in that direction. The desires of some to make Disney into a political and ideological corporation have done enough damage. This is a better aim.
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