Nostalgia. Disney’s catalyst to creating and selling the magic. It doesn’t take much, just a simple 30 second commercial and the heart strings of parents everywhere are pulled so tight- the only way to release them is to book a Disney vacation right then and there. But just when parents all over the world thought we were safe from Disney print ads, think again.
Disney’s in-house marketing agency, Yellow Shoes, completely stepped out of the box when creating images for their new print ad campaign. When you look through these images, you won’t find a single picture of the parks or resorts. What you will find is something most parents have been looking at from their rear view mirrors since the park first opened- a sleeping child, in their car seat, complete with their Disney keepsakes from the day. It could be on their drive back home, or even to their hotel, but Yellow Shoes chose to highlight the after glow of a Walt Disney World visit.
In my family, we commonly refer to this as “Disney tired.” We’ve seen it in our car, but more often than not- on the monorail, Disney boat and Disney bus. It’s the look of complete exhaustion, yet somehow, there’s always a sense of happiness and bliss on their sleeping faces. Sometimes, even a smile. I can’t tell you how many times I’ve seen this look on my son’s faces, as they lay asleep on my husband’s lap during that long bus ride back to our resort.
Disney photographer Caitie McCabe, who specializes in child and family photography, shot the campaign, with creative leadership from vp Jean Batthany and director of creative Jim Real. You can follow Yellow Shoes (trust me, you’ll want to) on Instagram and Twitter.