Disney looks for wider audiences with new African American campaign

Disney looks for wider audiences with new African American campaign

(February 19, 2007) With the unveiling of its new African American advertising and marketing campaign entitled “Signs,” Disney Parks hope to appeal to a broader segment of black consumers.

The new ad captures the magic of Disney through the eyes of an African American family, when a young boy signs with his hearing-impaired grandfather. In a first-of-its-kind ad approach for Disney, “Signs” was created to connect with African American families and convey the emotional transformations that happen every day among diverse groups of people at Disney Parks worldwide.

The “Signs” commercial is the second ad in a series created by Carol H. Williams Advertising, the nation’s largest independent African American ad agency. It began airing February 19.

“For every guest that visits a Disney Park, the takeaway is something completely unique and individually magical,” said Michael Mendenhall, executive vice president, global marketing for Disney Destinations, LLC. “We have created a multi-tiered message that speaks to African American families on many levels and offers a personal invitation for them to come and experience Disney together.”

Portraying the grandfather in the spot is Thomas Samuels, president of National Black Deaf Advocates, a nonprofit organization that represents black deaf and hard of hearing people. “I immediately identified with this fictional grandfather and how he interacted with his grandson, who was so anxious to share his Disney experience,” noted Samuels. “Having visited Disney many times with my family, I could relate to his excitement.”

This advertisement is the newest addition to Disney Parks’ “Where Dreams Come True” global initiative, which will spotlight future market-specific advertisements throughout its “Year of a Million Dreams” celebration. The creative elements of the advertisement were pulled directly from Disney’s consumer research insight, which showed that African American families want to provide their children with mind-opening and inspiring experiences that will take their imagination, hopes and dreams to new levels.

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