Ad of the Day – March 5 (Paris)

Your daily dose of advertising awesomeness from around the world!

Today’s pick:

  • Agency: BETC
  • Location: Paris
  • Client: Disneyland Paris
  • Name: “Magical Moments”
  • Category: Film

Why I like it: If you’re a parent with young kids, who has gone or is thinking of going to Disneyland…you’re going to be touched by this ad. Your’re going to smile, you’re going to imagine the exact reaction of your own kids when you stage a similar “reveal” event, you’re going to be motivated and start talking about the possibility of a Disney visit with your husband/wife and have a very real “well why not? c’mon, let’s just do it…for the kids!” conversation. Of course, this would all be a problem if the target were “affluent grandparents”, or “twenty-somethings”, or even “low-awareness potential visitors”…but I’m pretty sure they’re reaching out precisely to “parents of young kids who have gone or are thinking of going”. Take the line “Magic starts the moment you tell them,” with its deeply embedded insight, and follow it up with the call-to-action/nudge “So when are you going to tell them?”, add a moving soundtrack…well I can’t think of a better tourism ad right now! It hooks you, touches you AND it motivates you to act, and does it while warming the heart. User generated content became a fad a few years ago, then quickly got overused…here it’s employed in exactly the right way, with the right tone, and for the right reason. Loved this ad, it’s the kind of simple-yet-great idea that makes me jealous and proud all at once!