I'm going to Disney World! explained

"I'm going to Disney World!" and "I'm going to Disneyland!" are advertising slogans used in a series of television commercials by The Walt Disney Company that began airing in 1987.[1] Used to promote the company's theme park resorts in Florida and California, the commercials most often are broadcast following the Super Bowl and typically feature an NFL player (usually the Super Bowl MVP) shouting the phrase while celebrating the team's victory immediately after the championship game.[2] These commercials have also promoted champions from other sports, athletes setting records, and winners of non-sport competitions such as American Idol.

Format

Disney refers to the campaign as "What's Next?" in reference to the commercial's usual format, which has the star appear to be answering a question posed by an unseen narrator—"What are you going to do next?"—after his or her moment of triumph. The narrator is Mark Champion, a veteran radio play-by-play announcer for the Tampa Bay Buccaneers, Detroit Lions, Detroit Pistons, and Westwood One.[3] Most ads feature the song "When You Wish Upon a Star" and end with a shot of fireworks over Cinderella Castle or Sleeping Beauty Castle.

Typically the star records two versions of the commercial, one for each phrase, so that the ads can be broadcast in different American media markets to strategically promote either the Walt Disney World Resort in Florida or the Disneyland Resort in California. In most cases, Disney arranges for its star to appear in a parade at either Disneyland or one of the Walt Disney World theme parks the day immediately following the victory in order to fulfill the spoken promise in one version.[4]

History

Original campaign

In his 1998 memoir Work in Progress, Disney CEO Michael Eisner credited his wife, Jane, with the idea for the campaign.[5] According to Eisner, during the January 1987 grand opening for the Star Tours attraction at Disneyland, the couple dined with Dick Rutan and Jeana Yeager, who in December 1986 had piloted the first aircraft to fly around the world without stopping or refueling. After Jane Eisner asked what the pilots planned to do next, they replied, "Well, we're going to Disneyland." She later told her husband the phrase would make a great advertising campaign.

Following Super Bowl XXI on January 25, 1987, a Disney commercial starred New York Giants quarterback Phil Simms, in which he was asked "Phil Simms, you've just won the Super Bowl. What are you doing next?". Simms, who replied "I'm gonna to go to Disney World!", was paid $75,000; John Elway was paid the same amount, in case the Denver Broncos won.[6] The company later aired three more ads that year with other athletes following major sports championships.

Following Super Bowl XXV in 1991, OJ Anderson the games MVP was given the option to say the traditional I'm going to Walt Disney World or to dedicate the win for the troops due to the Gulf War. Anderson chose the latter.

While appearing in a subsequent parade at the Walt Disney World Resort, 1994 Winter Olympics figure skater Nancy Kerrigan was recorded saying to Mickey Mouse, "This is dumb. I hate it. This is the most corniest thing I have ever done."[7] Kerrigan, however, claimed that her remarks had been misinterpreted. She claimed that while participating in the parade was not corny, wearing her Silver Medal was because her parents had taught her not to boast or flaunt her accomplishments. Kerrigan also went on to say that she had nothing against the Disney Company or Mickey Mouse and said, "Whoever could find fault with Mickey Mouse? He's the greatest mouse I've ever known."[8]

Ray Lewis was named Super Bowl XXXV MVP, but because of a murder trial he was involved in the previous year, the phrase "I'm going to Disney World!" was given instead to quarterback Trent Dilfer.[9]

In subsequent years, Disney reportedly has offered $30,000 to athletes and other stars for participating in the ads and appearing at one of its theme parks.[10]

2006 return

In 2006, the campaign resumed before Super Bowl XL as Disney projected scenes from the 20-year history of the campaign onto a Detroit skyscraper in the days before the game.[11] During the television broadcast, Disney aired a commercial showing members of the Pittsburgh Steelers and Seattle Seahawks practicing how they would deliver the famous phrase while preparing for the game. The following day, the company began airing a traditional "What's Next" commercial featuring Steelers Hines Ward and Jerome Bettis.[12] Even though it was not part of the ad buy in 2016, Peyton Manning said the famous phrase in an interview after Super Bowl 50.[13]

Although Tom Brady was named MVP of Super Bowl LI, he gave the Disney trip to teammate James White.[14]

2020 overhaul

For Super Bowl LIV in 2020, Disney Parks, Experiences and Products was the official sponsor of that game's MVP ceremony;[15] Patrick Mahomes' announcement of the phrase was thus embedded into the broadcast post-game show, which included appearances by Mickey and Minnie Mouse alongside 10 year-old Make-a-Wish child Nathaniel from Austin, Texas.[16] During the Disney World parade honoring Mahomes, Nathaniel also took part, representing the Make-a-Wish Foundation.[17] [18] [19] [20] Nathaniel also posed with Mahomes, Disney Parks, Experiences and Products Chairman Bob Chapek, Mickey and Minnie, NFL Commissioner Roger Goodell and Make-A-Wish America President/CEO Richard K. Davis when Chapek announced a $1 million donation to the Make-a-Wish Foundation in Mahomes' honor.[21] 17 other children from the Make-A-Wish Foundation also got free passes to attend the parade as well.[22]

Stars and celebrations

The commercials generally star a single NFL player immediately following the Super Bowl but the campaign also has featured athletes from other championship games and several non-celebrities.

Year Person and affiliation Event "I'm going to..." Sources
1987Phil Simms (New York Giants) Walt Disney World [23]
Magic Johnson (Los Angeles Lakers) Disneyland
Frank Viola (Minnesota Twins) Walt Disney World
1988Doug Williams (Washington Redskins) Walt Disney World and Disneyland [24]
Gretchen Carlson (Miss Minnesota)
Brian Boitano, U.S. figure skater
Orel Hershiser (Los Angeles Dodgers) Walt Disney World
Kareem Abdul-Jabbar (Los Angeles Lakers) Disneyland
1989Joe Montana (San Francisco 49ers) Disneyland
Al MacInnis (Calgary Flames)
Joe Dumars (Detroit Pistons) Walt Disney World
1990Joe Montana (San Francisco 49ers) Walt Disney World and Disneyland
Jim Thompson Temple University graduation
Matt Kaldenberg, Phyllis Kaldenberg, and Laura McEwen Simpson College graduation
1991Ottis Anderson (New York Giants)
Michael Jordan (Chicago Bulls) Walt Disney World
1992Mark Rypien (Washington Redskins)
1993Troy Aikman (Dallas Cowboys) Walt Disney World [25]
Patrick Roy (Montreal Canadiens) Disneyland [26]
1994Jeff Gordon (Hendrick Motorsports)
Emmitt Smith (Dallas Cowboys) Walt Disney World and Disneyland
Nancy Kerrigan, U.S. figure skater
1995Jerry Rice and Steve Young (San Francisco 49ers)
1996Emmitt Smith (Dallas Cowboys)
1997Desmond Howard (Green Bay Packers)
1998John Elway (Denver Broncos)
Mark McGwire (St. Louis Cardinals) Major League Baseball home run record
1999Terrell Davis and John Elway (Denver Broncos)
2000Kurt Warner (St. Louis Rams)
2001Trent Dilfer (Baltimore Ravens)
Barry Bonds (San Francisco Giants) Major League Baseball home run record
2002Tom Brady (New England Patriots) Walt Disney World [27]
Scott Spiezio (Anaheim Angels)
2003Jon Gruden and Brad Johnson (Tampa Bay Buccaneers)
2004Tom Brady (New England Patriots) Walt Disney World
Curt Schilling, Pedro Martínez, and David Ortiz (Boston Red Sox) Walt Disney World [28] [29]
Dave Andreychuk (Tampa Bay Lightning)
2006Hines Ward and Jerome Bettis (Pittsburgh Steelers)
Dwyane Wade (Miami Heat)
2007Tony Dungy and Dominic Rhodes (Indianapolis Colts) Walt Disney World [30]
Teemu Selänne (Anaheim Ducks)
2008Eli Manning (New York Giants) Walt Disney World and Disneyland [31] [32]
Walt Disney World [33]
2009Ben Roethlisberger and Santonio Holmes (Pittsburgh Steelers) Walt Disney World
Kris Allen Walt Disney World [34] [35] [36]
Disneyland [37]
2010Drew Brees (New Orleans Saints) Walt Disney World [38]
Lee DeWyze Walt Disney World [39]
2011Aaron Rodgers (Green Bay Packers) Walt Disney World and Disneyland [40]
Walt Disney World [41]
2012Eli Manning (New York Giants) Walt Disney World [42]
2013Joe Flacco (Baltimore Ravens) Walt Disney World and Disneyland
2014Malcolm Smith (Seattle Seahawks) Walt Disney World
2015Malcolm Butler and Julian Edelman (New England Patriots) Disneyland
2016Peyton Manning (Denver Broncos)Super Bowl 50Disneyland[43]
2018Nick Foles (Philadelphia Eagles) Walt Disney World
2019Tom Brady and Julian Edelman (New England Patriots) Walt Disney World
2020Patrick Mahomes (Kansas City Chiefs) Walt Disney World [44] [45] [46]
2021Tom Brady and Rob Gronkowski (Tampa Bay Buccaneers) Walt Disney World [47]
2022Matthew Stafford, Cooper Kupp and Aaron Donald (Los Angeles Rams) Disneyland [48]
2023Patrick Mahomes (Kansas City Chiefs) Disneyland [49]
2024Patrick Mahomes (Kansas City Chiefs)Super Bowl LVIIIDisneyland[50]

Notes and References

  1. McClintock . John . Dreams Come True as Super Bowl XLII MVP Eli Manning Proclaims, 'I'm Going to Disneyland!' . https://web.archive.org/web/20090208035919/http://reuters.com/article/pressRelease/idUS53064+04-Feb-2008+PRN20080204 . Disney . February 4, 2008 . February 8, 2009 . dead . December 25, 2017 .
  2. News: FitzGerald. Tom. Super Bowl cameraman juggles to catch jingle. San Francisco Chronicle. February 3, 2008.
  3. Web site: Pistons Announcers. NBA.com.
  4. News: Vacchiano. Ralph. Eli Manning floats in for Disney parade. Daily News. May 8, 2008.
  5. Book: Eisner. Michael. Tony. Schwartz. Work in Progress. Random House. 1998. 0-375-50071-5. registration.
  6. News: Litsky. Frank. Different Fortunes for Two Champions. New York Times. July 12, 1987.
  7. News: Lowitt. Bruce. Harding, Kerrigan are linked forever by skating incident. St. Petersburg Times. sptimes.com. November 29, 1999.
  8. Web site: More Will Be Heard From Kerrigan.
  9. News: Endorsement exile: Disney, Wheaties among those passing on MVP Lewis . January 31, 2001 . https://web.archive.org/web/20010208083434/http://sportsillustrated.cnn.com/football/nfl/2001/playoffs/news/2001/01/31/lewis_endorsements_ap/ . February 8, 2001 . dead . CNNSI.com . Associated Press.
  10. News: Jolly. Tom. Not Going to Disneyland. New York Times. January 26, 1998.
  11. Walt Disney World Resort: "For Super Bowl XL, 'I'm Going to Disney World' Goes X-tra Large On Jacksonville Skyline", PR Newswire, January 25, 2006
  12. News: Bouchette. Ed. Ward's MVP performance in Super Bowl XL puts him in special class. Pittsburgh Post-Gazette. February 7, 2006.
  13. Web site: Peyton Manning 'Going to Disneyland' to Celebrate Super Bowl Victory. Disney Parks Blog. Erin. Glover. February 8, 2016 .
  14. Web site: James White Celebrates In Disney World After Patriots Win Super Bowl LI. February 7, 2017.
  15. Web site: Disney Parks To Make Dreams – and Wishes – Come True During Super Bowl LIV. Fry, Darrel. January 31, 2020. Disney Parks, Experiences and Products. February 3, 2020.
  16. News: Patrick Mahomes after Super Bowl: 'I'm going to Disney World'. Bevil. Dewayne. February 2, 2020. Orlando Sentinel. February 3, 2020.
  17. Web site: Patrick Mahomes Heading to Disney World With Make-A-Wish Child from Texas. 106.3 The Buzz. February 3, 2020 .
  18. Web site: Super Bowl MVP Patrick Mahomes Joined by Make-A-Wish Recipient at Disney World Parade. www.yahoo.com. February 3, 2020 .
  19. Web site: Super Bowl MVP Patrick Mahomes Heads To Disney World With Make-A-Wish Child From Texas. . February 3, 2020.
  20. Web site: Patrick Mahomes 'going to Disney World' after Super Bowl win. February 3, 2020. KSHB.
  21. Web site: Disney Parks Donates $1 Million to Make-A-Wish in Honor of Super Bowl LIV MVP Patrick Mahomes. Disney Parks Blog. February 3, 2020 .
  22. Web site: Super Bowl 2020: MVP Patrick Mahomes Attends Disney World Parade. PEOPLE.com.
  23. "I'm Going to Disney World" Historical Release . Disney Sports News. Web site: How Disney World and the Super Bowl got together. Louis. Bien. February 2, 2014. SBNation.com.
  24. News: Bock . Hal . Super Bowl may give Williams free ride . The Jackson Sun . The Associated Press . February 8, 1988 . Jackson TN . 13.
  25. News: Friend . Tom . Open invitation . July 10, 2020 . Austin American-Statesman . New York Times News Service . February 1, 1993 . Austin TX . Newspapers.com.
  26. Book: Roy . Michael . Patrick Roy: Winning, Nothing Else . March 18, 2010 . John Wiley & Sons . 978-0470737491 .
  27. Web site: Super Bowl XXXVI Tom Brady I'm Going to Disney World . . November 11, 2011 .
  28. News: Elliott. Stuart. With Curse Reversed, Marketers Love Red Sox. New York Times. November 1, 2004.
  29. News: Wilbur . Eric . St. Louis smiles . July 10, 2020 . Boston Globe . 2004 . Boston MA.
  30. News: Associated Press. Who's going to Disney World?. Dungy. Rhodes. February 5, 2007. NBC Sports. May 25, 2008. https://web.archive.org/web/20080420045929/http://nbcsports.msnbc.com/id/16996762/. April 20, 2008. dead.
  31. News: Donohue . Pete . Greet Eli & Co. . July 10, 2020 . Daily News . February 5, 2008 . New York City NY . Newspapers.com.
  32. Web site: The Walt Disney Company . Walt Disney World commercial . https://ghostarchive.org/varchive/youtube/20211219/P1KcUvEdzxw . 2021-12-19 . live. YouTube . July 10, 2020 . 2008.
  33. Web site: Powers. Scott. American Idol coming to Disney World — now and later. Orlando Sentinel. May 22, 2008. dead. https://web.archive.org/web/20090207170419/http://blogs.orlandosentinel.com/business_tourism_aviation/2008/05/american-idol-c.html. February 7, 2009.
  34. News: Borzillo-Vrenna . Carrie . Kris Allen: "I'm Going to Disney World!" . July 10, 2020 . E! Online . May 21, 2009.
  35. News: Kris Allen: 'I'm Going to Disney World!' . July 10, 2020 . The Oklahoman . GateHouse Media . May 21, 2009.
  36. News: American Idol winner Kris Allen says he's going to Disney World – Photos and Video . July 10, 2020 . Attractions Magazine . May 21, 2009.
  37. Web site: Why Did Bruce Springsteen Say 'I'm Going To Disneyland' After Super Bowl Performance?. https://web.archive.org/web/20200710005710/http://www.mtv.com/news/2575110/why-did-bruce-springsteen-say-im-going-to-disneyland-after-super-bowl-performance/. dead. July 10, 2020. MTV News Staff. MTV News.
  38. Web site: Drew Brees -- 'I'm Going to Disney World'. Disney Parks Blog. February 7, 2010 .
  39. News: American Idol: Lee's going to Disney World. March 9, 2014. Los Angeles Times.
  40. Web site: Aaron Rodgers Practiced His "I'm Going To Disney World" For Days Before The Super Bowl. Deadspin. May 20, 2011 .
  41. Web site: American Idol winner Scotty McCreery set for Walt Disney World visit to Hollywood Studios attraction. Ricky. Brigante. May 26, 2011.
  42. News: Duncan . Gene . Super Duo (photo) . July 10, 2020 . The Times-Tribune . February 7, 2012 . Scranton PA . Newspapers.com.
  43. Web site: Peyton Manning Celebrates Super Bowl Victory at the Disneyland Resort . February 8, 2016 .
  44. Web site: Goldman . Charles . Chiefs QB Patrick Mahomes finally knows what it feels like to say, 'I'm going to Disney World' . Chiefs Wire . February 3, 2020.
  45. News: Disney releases 'I'm Going to Disney World' commercial featuring Super Bowl MVP Patrick Mahomes . February 3, 2020 . en. KMBC.
  46. Web site: Mohamed . Theron . Super Bowl MVP Patrick Mahomes made $1 billion for Disney with 5 words, experts say Markets Insider . Business Insider . en-us . February 5, 2020.
  47. News: Bevil . Dewayne . Brady and Gronk after Super Bowl: 'We're going to Disney World' . Orlando Sentinel . February 8, 2021. limited.
  48. News: Pimental. Joseph. Disneyland parade to celebrate LA Rams' Kupp, Donald and Stafford . Spectrum News 1. February 14, 2022.
  49. News: Schmidt. Heidi . I'm Going to Disneyland!' says Kansas City Chiefs MVP quarterback . Fox 4 . February 12, 2023.
  50. Web site: - YouTube . .

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