an Ad a Day

A look at the marketing that surrounds us.

Posts Tagged ‘disney’

Disney Princess Bicycles: Rescue the Prince!

Posted by Rosepixie on May 9, 2010

This is a commercial for Disney Princess bicycles from Huffy.

I found this commercial to be really interesting because it reverses the usual narrative of the prince rescuing the princess, but does not acknowledge this reversal in any way.  Although the fact that the Disney princesses are pictured on the bikes is mentioned and they are shown in the ad, they are basically irrelevant.  The kinds of princess stories this commercial is suggesting these girls are telling for themselves, and even more than that, the kinds of princesses that it is suggesting the bikes will enable little girls to become, are nothing like the stories told in the Disney movies the princesses on their bikes come from.

Belle, Jasmine and Cinderella may all be appealing characters in their way, but none of them are daring “rescue the prince” type princesses (Jasmine perhaps comes the closest and she still falls rather short).  This is absolutely the reimagining of a concept for the purpose of selling a new product with it, since even though there are adventurer princesses in some of the classic fairy tales, none of those tales have been made into movies by Disney.

Still, I kind of like it.  Disney has built a marketing empire on those princesses in recent years and the idea that they might broaden the idea of what a princess is for little girls is appealing (not as appealing as them giving up the whole thing and instead encouraging girls to reach for more than being a princess, but it’s a start).  Besides, showing girls that they can go on daring adventures and still be girls is a great thing to do – it could encourage more girls to try things that are otherwise considered for boys when they otherwise would not have (things like math, programming, engineering, hard sciences, playing videogames, and more come to mind here).  And maybe this kind of broadening of the Disney Princess brand can help some girls bridge that gap.  Who knows?

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Movie Monday: Toy Story 3

Posted by Rosepixie on February 22, 2010

This is a trailer for Toy Story 3 that I saw on a DVD (I think it’s on the Up DVD, but don’t quote me on that).

I think this is a great trailer.  It tells us nothing about the movie, but it doesn’t have to.  For a third movie, they can come out with a trailer really early and not have to say anything other than “look! these characters are back!”  They’ve released more information about the plot and more plot focused trailers since, and I’m sure that there will be more of them as the June release date gets closer.

What makes this ad really work is that it manages to show us not only all of the fun characters from the first two movies, but the organized chaos that is their world.  Each conveys his or her or its personality in just a few seconds of screen time, reminding us why we loved them.  And then we get part of Buzz and Woody’s eternal (mostly) friendly rivalry, which was such a vital component of both previous movies.  It’s like a miniature movie in and of itself, reminding us of the fun of the first two movies and letting us know that we can expect more of that fun in the third movie.

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Disney World: Beware the Dumbos!

Posted by Rosepixie on January 23, 2010

This is a recent commercial for Walt Disney World.

So… this commercial actually kind of freaked me out.  I’m sorry, but the Dumbos were scary!  It felt like they were coming to take out the house or something and then when the ad showed the empty spinning chair I actually caught my breath and thought “OMG!  They ate her!”

I’m thinking this is not what the people at Disney wanted me to think.  I love Disney World and Disney stuff, I’m a pretty big classic Disney girl (I love Mickey!).  This was just kind of scary, though.  I might have Dumbo-related nightmares now.

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Disneyland: Joy to the Small World

Posted by Rosepixie on December 26, 2009

This is a commercial that I found online for this year’s holiday celebration at Disneyworld.

I like the snow.  I like the world-wide theme and the lack of a specific holiday.  I like the pirate ship carrying the kids to the magic castle (it’s a cute blend of Disney images).

The song, however, isn’t terribly improved by the addition of jingle bells.  I kind of wonder if it wouldn’t have been better if they had left the bells out and just kept the song at the slower pace.  That might have worked better.  But I really don’t know.  I just know that I found the song distracting and somewhat irritating in what was otherwise a really good commercial.

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Movie Monday: The Princess and the Frog

Posted by Rosepixie on October 19, 2009

This is a trailer for Disney’s upcoming animated movie “The Princess and the Frog.”

I like how the movie is connected to Disney history at the beginning and I even like the technique of having the characters literally drawn and then brought to life.  What I find odd is that while they mention their 75 year history, all the movies they show were made in my lifetime.  In the last twenty years, actually (the earliest, Beauty and the Beast, is from 1991).  Why didn’t they use Snow White and the Seven Dwarfs?  You know, to really highlight that long history?

So, the story looks cute.  It’s a new take on the classic Frog Prince story.  It’s clear that Disney has decided to do away with many of the elements from the fairy tale that might be problematic for a modern audience – the bratty princess who is rewarded in the end, the lack of real explanation for the prince’s plight, and the overbearing parents.  What isn’t clear is what turning the princess into a frog adds to the story.  But hopefully, that’s what the movie will explain.  This is the best trailer I’ve seen for this movie by far because it does give us enough information to make the movie look interesting, but doesn’t give it all away.  It also refrains from the contradicting messages that fill some of the other trailers (like the line about how it doesn’t matter what you look like in the middle of the trailer about how they’re trying to not be ugly little frogs anymore).

I have no idea if this movie is actually going to be any good, but this particular piece of marketing got me excited about it while most of the rest has made me dubious about it.  This trailer, although it’s not the one you usually see, is well worth highlighting in my opinion.  It’s well put together and actually gets me excited about this movie!

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