Go Disney

"I'm going to Disney World!" and "I'm going to Disneyland!" are advertising slogans used in a series of television commercials by The Walt Disney Company that began. These commercials have also promoted champions from other sports, and winners of non-sport competitions such as David Cook from American Idol.

Disney refers to the campaign as "What's Next?" in reference to the commercial's usual format, which has the star appear to be answering a question posed by an unseen narrator—"What are you going to do next?"—after his or her moment of triumph. The narrator is Mark Champion, a veteran radio play-by-play announcer for the Tampa Bay Buccaneers, Detroit Lions, Detroit Pistons, and Westwood One. Most ads feature the song "When You Wish Upon a Star" and end with a shot of fireworks over Cinderella Castle or Sleeping Beauty Castle.

Typically the star records two versions of the commercial—one for each phrase—so that the ads can be broadcast in different American media markets to strategically promote either the Walt Disney World Resort in Florida or the Disneyland Resort in California. In most cases, Disney arranges for its star to appear in a parade at either Disneyland or one of the Walt Disney World theme parks the day immediately following the victory in order to fulfill the spoken promise in one version.

In his 1998 memoir Work in Progress, Disney CEO Michael Eisner credited his wife, Jane, with the idea for the campaign.[3] According to Eisner, during the January 1987 grand opening for the Star Tours attraction at Disneyland, the couple dined with Dick Rutan and Jeana Yeager, who in December 1986 had piloted the first aircraft to fly around the world without stopping or refueling. After Jane Eisner asked what the pilots planned to do next, they replied, "Well, we're going to Disneyland." She later told her husband the phrase would make a great advertising campaign.

Weeks later, Disney launched the series following Super Bowl XXI on January 25, 1987 with a commercial featuring New York Giants quarterback Phil Simms. Simms was paid a reported $75,000 for his participation. The company later aired three more ads that year with other athletes following major sports championships.

In subsequent years, Disney reportedly has offered $30,000 to athletes and other stars for participating in the ads and appearing at one of its theme parks.
[edit] 2005 hiatus

The commercials aired after each Super Bowl for 17 consecutive years until 2005, when Disney announced it would not produce a new ad following Super Bowl XXXIX. Disney spokesman Craig Dezern explained that the company's advertising efforts were focused instead on its global Happiest Celebration on Earth event in honor of the 50th anniversary of Disneyland.
[edit] 2006 return

In 2006, the campaign resumed before Super Bowl XL as Disney projected scenes from the 20-year history of the campaign onto a Detroit skyscraper in the days before the game.[8] During the television broadcast, Disney aired a commercial showing members of the Pittsburgh Steelers and Seattle Seahawks practicing how they would deliver the famous phrase while preparing for the game. The following day, the company began airing a traditional "What's Next" commercial featuring Steelers Hines Ward and Jerome Bettis.