NEW YORK — Walt Disney Co. said Wednesday that its first ad campaign celebrating Mickey Mouse will premiere Sunday during the final 15 minutes of the Super Bowl XXXIV pre-game telecast on Disney-owned ABC.
It will be the first of more than 20 spots, part of a campaign that will showcase “how people of all generations and walks of life connect with the world’s most famous mouse,” the company said.
The spots are “a way to remind people everywhere of Mickey Mouse’s special status in our lives,” said Disney’s new head of consumer products Andrew Mooney. That’s something consumers may have started to forget — as the division’s dismal financial results of late indicate.
The ad campaign is one of many steps Disney is taking to turn the consumer products unit around.
The Super Bowl spot features Lakers star Shaquille O’Neal and Regis Philbin, host of ABC’s hit gameshow “Who Wants to Be a Millionaire.” Other talent to be featured throughout the campaign includes Kelsey Grammer, Christina Aguilera, Drew Carey, Derek Jeter, LeAnn Rimes, Tyra Banks and Melissa Joan Hart.