Disney+ “Well Said” Super Bowl Commercial: A Personal Take
I’m a sucker for nostalgia and catchy one-liners, so when Disney+ dropped their “Well Said” Super Bowl commercial, it hit me right in the feels. Now, I personally connected with this commercial, not just because I grew up watching Disney content, but because I also had a friend work on the commercial itself (she works with ultrabland). Let’s dive into what made this ad so special and how it brilliantly nudged everyone to consider subscribing to Disney+ or staying subscribed.
The Objectives
Disney+ had a clear mission: remind us just how much we love their characters and stories. By highlighting famous lines from their treasure trove of movies and shows, they aimed to show off the sheer awesomeness of their content library. The goal? To make us think, “Oh yeah, Disney+ really does have everything I love!” and either sign up if we haven’t yet or keep us glued to the platform if we have already done so.
Disney+ wanted to emphasize the emotional connections we have with their vast range of content. From animated classics to modern superhero epics, they wanted to showcase the value of their service by reminding us of the memorable moments that have touched our lives over the years. They even had a line for Taylor Swift fans at the very end, “…Ready For It?” By doing this, they aimed to attract new subscribers and ensure that existing ones felt validated in their choice to subscribe.
The Actions
Disney+ wanted two main things from us:
- New subscribers: They wanted those on the fence to finally take the plunge and subscribe. By showing the depth and variety of their content, they aimed to make potential subscribers realize just what they were missing out on.
- Current subscribers: They wanted us to keep watching and loving the service, ensuring we felt our subscription was worth every penny. By reminding us of the iconic lines and moments, they encouraged us to dive back into our favorite movies and shows, and perhaps even discover something new.
Disney+ also hoped to increase word-of-mouth promotion. By creating a buzz around the commercial, they aimed to get people talking about Disney+ and sharing their favorite moments and quotes, which would, in turn, attract more viewers to the platform.
How They Got Us
They played the nostalgia card like a pro. The commercial was a montage of iconic quotes from Disney, Pixar, Marvel, Star Wars, and National Geographic. Hearing those lines brought back all the feels — remember when Stitch said, “Ohana means family”? The second I saw that, I just remembered watching it as a young lad with my family. By evoking those memories, Disney+ cleverly made us want to relive those moments and many more, all in one place.
And let’s not forget the timing. Airing this ad during the Super Bowl, when millions are glued to their screens, was a genius move. It’s like they knew we’d be in the perfect mood for a trip down memory lane.
The commercial featured a seamless blend of beloved characters and memorable quotes, which stirred a sense of nostalgia and emotional connection. By doing this, Disney+ effectively reminded us why we fell in love with these stories in the first place. They knew that by tapping into our emotional connections, they could create a strong urge to subscribe or stay subscribed.
How the Commercial Spread
As already stated, the “Well Said” commercial was a 30-second nostalgia bomb. But they didn’t stop there. Disney+ took the party to social media, sharing the commercial and engaging with fans on X, Facebook, Instagram, and TikTok. They even encouraged us to share our favorite Disney quotes, creating a wave of user-generated content that kept the buzz alive.
In addition to social media, Disney+ utilized YouTube ads and placements on popular streaming services to reach audiences who might have missed the Super Bowl broadcast. This multi-platform approach ensured that the campaign had a wide reach and engaged viewers across different channels.
The content was designed to be highly shareable. By focusing on iconic quotes, Disney+ created a campaign that encouraged viewers to share their favorite moments and quotes with friends and family, further extending the reach of the campaign.
How Effective Was This Campaign?
In a word: very. The commercial struck a chord with so many of us, sparking a flurry of social media chatter. People were sharing their favorite lines, reminiscing about the first time they watched these movies, and, most importantly, checking out Disney+.
There was undoubtedly an uptick in search interest and social media mentions. Disney+ also slightly increased in new subscribers in the weeks following the Super Bowl, and current subscribers were reminded just how much they loved the platform. By creating a commercial that resonated deeply with viewers, Disney+ effectively reinforced its value proposition and attracted a wave of new subscribers even though they just increased their price last year.
So, did Disney+ nail it with the “Well Said” commercial? Absolutely. By playing on our emotions and nostalgic memories, they not only kept us entertained but also reaffirmed why Disney+ is such a beloved service. Here’s to more commercials that make us laugh, cry, and everything in between!
