History

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.