When Disneyland opened on July 17, 1955, Walt Disney said he hoped it would be “a source of joy and inspiration to all the world.” It’s been that and more for generations of guests, who today join The Walt Disney Company in celebrating the theme park’s 70th anniversary.
To mark the momentous occasion, Disney created a brand spot that showcases the tender memories and the distinct feeling of happiness that guests feel when they enter Disneyland and see their favorite stories come to life. In the Q&A (below), Asad Ayaz, Chief Brand Officer, The Walt Disney Company, and President, Marketing, The Walt Disney Studios and Disney+, shares the ethos behind the campaign, aptly titled “The Happiest Place on Earth.”
What inspired the creative direction behind the 70th Anniversary campaign for Disneyland — and how did you determine this was the right narrative to lead with?
For generations, Disneyland has been a place of magic and joy both for the young and the young at heart. Throughout the Disneyland 70th Anniversary Celebration, we wanted to celebrate the moments that truly make Disneyland the Happiest Place on Earth. The goal for the spot is authenticity, capturing real moments from guests over several days — that feeling you get when you see elephants fly, super heroes assemble, or the night sky light up in a cascade of beautiful fireworks. The spot is about capturing that feeling, and the immense joy you get each time you return with your loved ones to make new memories to cherish together.
What emotional resonance do you hope this campaign leaves with audiences, from lifelong Disney fans to first-time park visitors?
From its opening in 1955 until today, Disneyland has always created extraordinary, one-of-a-kind experiences for guests of all ages. These experiences have evolved through the years, but at their core, they always provide a source of pure fun, allowing families to be happy together. The spot our team created beautifully showcases the timelessness of Disneyland. This campaign shows these moments of joy and evokes a sense of nostalgia, bringing viewers back to their own memories of spending time with the people they love at Disneyland.
Experiencing Disneyland for the first or 70th time is always better when you are surrounded by loved ones. Being together — laughing, smiling, dancing, and singing — is the dream Walt Disney had for Disneyland.
The campaign features deeply personal, unscripted moments from real guests. How did your team approach capturing that authenticity on film?
All of the moments you see in the spot are truly candid, happening in real time with real people and real feelings. We wanted it to feel as if these guests captured each moment themselves — as if the viewers are watching their home videos, taking them on a stroll down memory lane as they remember similar instances themselves. We filmed over several days with a small crew, allowing us to capture intimate and sometimes imperceivable moments that happen every day at Disneyland.
Throughout the spot, we see the way Disneyland’s appeal spans generations, from David and Shelly visiting the park with their grandchildren nearly 50 years since their first visit, to first-timers June and Anne jumping out of their wheelchairs to dance with their grown children. The love for Disneyland, and all of Disney, is rooted in generations of shared memories and a common understanding of the happiness it brings to people around the world.
In what ways does this campaign reflect not only the spirit of Disneyland’s 70th anniversary, but also its year-round promise to guests and fans?
Disneyland has been, and always will be, a source of happiness for guests of all ages. “The Happiest Place on Earth” campaign reminds all of us of the power of joy and the incredible way it brings us all together. The campaign encapsulates all of this and more. It captures not just a moment in time, but a sensation that lasts a lifetime.
It extends beyond this campaign, and it’s our promise to our guests that Disneyland will always be a place of hope, belonging, and happiness. Since its opening, Disneyland has been “a source of joy and inspiration for all the world,” and today we continue to invest in creativity, technology, and innovation to bring the power of Disney storytelling to new heights. As we look to the future, there is so much to look forward to at the Disneyland Resort, including new attractions coming in the next several years from Marvel, Pixar, Avatar, and more.
What makes Disneyland 70 a distinct celebration, and how do you convey that uniqueness in the brand spot?
Disney is one of the most beloved companies in the world, and we are fortunate to have incredible fans that are unlike any other. The Disneyland 70th Anniversary Celebration, along with “The Happiest Place on Earth” spot our team created, puts our guests and fans front and center since they are at the heart of everything we do.
Our 70th Anniversary Celebration blends the best of the old and the new — returning favorites that bring back cherished memories and original experiences to create new ones. We wanted this spot to reflect that same sentiment and ignite a familiarity that brings you back to that happy place.
In conjunction with “The Happiest Place on Earth” spot, we are also inviting fans around the world to share their favorite Disneyland memories using #Disneyland70, creating a wave of authentic social media posts that allows fans to connect with one another through a shared feeling of happiness and an unspoken understanding of what it means to be truly happy.