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ESPN and Disney Kick Off Super Bowl LXI Hype With Cameo-Packed “We’re Going” Campaign
ESPN and Disney just hit the gas on Super Bowl excitement with the debut of “We’re Going,” the very first marketing campaign for ESPN’s inaugural Super Bowl broadcast, coming February 2027. The high-energy spot premiered Monday on Good Morning America and gives the classic “I’m going to Disney World” tradition a modern glow-up, pulling together more than 60 iconic Disney characters, all racing toward one destination: Super Bowl LXI in Los Angeles.
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The commercial kicks off with Buzz Lightyear and Woody before spiraling into a rapid-fire parade of Disney all-stars including Darth Vader, Iron Man, Anna, Elsa, Olaf, Moana, Deadpool and Wolverine, Grogu, Stitch, The Muppets, Judy Hopps and Nick Wilde, Bart Simpson, and even R2-D2 and C-3PO. The finale goes full Disney magic as Maui transforms into an eagle and joins Lightning McQueen and a massive crew of characters cruising toward LA.
Sports fans get their own star power too, with Joe Buck and Troy Aikman back in the booth for what will be their seventh Super Bowl together, plus appearances from Jason Kelce and Peyton and Eli Manning. The campaign pulls from more than 40 years of Super Bowl history, inspired by the legendary moment when Super Bowl MVPs declared “I’m going to Disney World,” a tradition that began in 1987 with Phil Simms. According to Disney’s Chief Marketing and Brand Officer Asad Ayaz, the campaign blends ESPN’s scale with Disney’s storytelling muscle to signal just how massive this milestone is for the company.
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ESPN is also rolling out a 24-hour, multi-platform event called “The Handoff,” which kicked off at SoFi Stadium and continues at Disneyland Park, setting the stage for a year-long build to Super Bowl LXI. If this is the opening kickoff, ESPN’s first Super Bowl era is already off to a magical start.
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