ESPN CreativeWorks, ESPN’s in-house creative agency, debuted a new spot today featuring ESPN college basketball analyst Dick Vitale for Disney Parks’ “Show Your Disney Side” campaign. The 30-second commercial, currently airing on ESPN networks, follows Vitale and his family on their trip to the Magic Kingdom at Walt Disney World Resort in Florida.
Vitale is the second ESPN commentator to appear in a Disney commercial, following SportsCenter anchor and NBA Countdown host Sage Steele. She starred in a spot for Walt Disney World in 2013.
The overall “Disney Side” campaign showcases families’ unique Disney side and how they play together on the same level when they are at the theme parks. The campaign’s motto explains: “Everybody has two sides. There’s your normal, everyday side that goes to work, studies for school and doesn’t do anything crazy. But you also have another more fun side – your Disney side. That’s the side you simply can’t wait to share as a family. It’s the side of you that laughs more, screams more, says ‘yes’ more and just plain lives life to the fullest. It’s the side of you that comes out to play the moment your family steps through the gates of a Disney Theme Park.”
Jay Marrotte, Multimedia Concept Director at CreativeWorks, who created the concept for the campaign, spoke with Front Row about the spot and his experience following the Vitale family at Disney.
According to him, the spot features three different character themes — Aladdin, Cinderella and Star Wars. Additionally, Marrotte explained that approximately 20 Disney characters participated in the filming, along with CreativeWorks’ crew and Disney employees.
“One of the biggest tasks was to coordinate everyone’s schedule, but luckily everything worked out extremely well,” said Marrotte. “We were able to get some fantastic shots of Dickie V. and his family.”
During the spot, viewers can understand why Vitale was a natural choice for the campaign: He agrees that his “Disney Side” really came out when he and his family were at the park.
“To be at Disney World with your family, including five young grandchildren, Mickey, Minnie and Cinderella was phenomenal,” he said. “It is what the Magic Kingdom is all about – bringing smiles to peoples’ faces. Shooting the ‘Disney Side’ commercial was ‘Awesome, baby!’”