Cette année, Disney casse les codes dans un spot de noël touchant et engagé. À travers sa nouvelle campagne mêlant modernité et tradition, Disney met en avant une famille recomposée et démontre encore une fois sa capacité à casser les codes. Un spot réconfortant et engagé.
Une histoire touchante qui casse les codes des familles traditionnelles
Dans le cadre de sa campagne “La magie d’être ensemble” Disney a dévoilé début novembre son nouveau spot publicitaire intitulé “Beau-père”.
Après la sortie de son court-métrage “Out” en mai dernier, mettant en scène un jeune garçon homosexuel qui traverse l’épreuve du coming out, Disney revient avec une campagne de noël à la fois touchante et actuelle.
Dans ce spot, Disney nous présente Nicole et ses deux enfants, Max et Ella ainsi que leur nouveau beau-père Mike qui emménage dans la maison familiale. Au centre de l’histoire se trouve un livre appartenant à Max, offert par son père biologique. Durant un peu plus de trois minutes, nous découvrons comment grâce à la magie des histoires Disney et aux moments de lecture partagés, Mike va réussir à créer du lien et à se faire accepter au sein de sa nouvelle famille.
Ce spot publicitaire fait écho à celui de l’année dernière puisque Nicole est en réalité la petite fille présente dans la campagne de 2020. L’année dernière, Disney avait en effet déjà proposé un court-métrage émouvant et plein de nostalgie mettant en scène la relation entre une petite-fille et sa grand-mère lors de la pandémie du Covid-19. Visionné plus de 106 millions de fois, ce précédent spot mettait en avant l’importance de garder du lien avec sa famille malgré la période difficile.
Une production à la fois moderne et nostalgique portée par la magie de noël
Le spot a été développé et produit par l’équipe créative interne de Disney EMEA, dirigée par la directrice marketing Angela Affinita, de la marque en partenariat avec Flux Animation Studios en Nouvelle-Zélande.
Bien que marquée par sa modernité, cette histoire ne perd pas le côté traditionnel et le côté féérique de Disney puisque comme dans chaque production nous pouvons retrouver des éléments cachés tout au long de la courte vidéo. Nous retrouvons notamment le jouet Mickey original de Lola de la publicité de l’année dernière, tout comme des objets représentant d’autres personnages Disney (Stitch, Flash McQueen, Olaf le bonhomme de neige…).
Une campagne engagée
Accompagné de la musique “Love Runs Deeper”, interprétée par le lauréat de deux Grammy Awards Gregory Porter, cette publicité pleine d’émotions parvient à nous toucher en plein coeur en alliant la magie de noël à des sujets plus profonds. D’une part, elle met en avant une famille “non traditionnelle » et pourtant si représentative du monde occidental d’aujourd’hui puisque près d’une famille sur dix est recomposée en France selon l’Ined*. De plus, Disney met également en avant la diversité puisque Nicole et ses enfants ont des origines asiatiques tandis que Mike a lui des origines afro-américaines.
Partenaire depuis 1980 de l’association Make A Wish qui a pour objectif de réaliser des vœux qui changent la vie des enfants atteints de maladies graves. Disney continue de soutenir cette jolie cause à travers sa campagne de noël puisque le groupe apportera 2 millions de dollars à l’association. Les fans pourront également acheter une peluche Minnie en patins et un journal inspiré de la publicité, exclusivement sur shopDisney.fr. Par ailleurs, pour chaque téléchargement de la musique “Love Runs Deeper” effectué avant le 31 décembre 2021, 100% des bénéfices seront reversées à Make A Wish International.
*Institut National d’Etudes Démographiques
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