For a child visiting Walt Disney World, the magic and memories are surely fixed on Cinderella’s castle, Pirates of the Caribbean, and meeting their favorite Disney characters up close. But there’s a secret Disney Magic that exists only for parents that seldom gets recognized.
The quiet ride home is a magic that only parents know. That end-of-the-day exhaustion, where children fall asleep in the car, clutching the tail end of their perfect day, maybe still cradling a new toy or wearing a pair of Mickey ears, just simply unable to add another moment to their wakeful hours. It’s the sign of success, that moms and dads look for to confirm that their child lived out every fantasy and expressed every ounce of joy. Disney Parks are fun for parents too, but the real magic is in the enjoyment of their children. That’s why this series of photos rings true for so many.
Disney photographer Catie McCabe is the artist behind a new ad campaign, under creative leadership from VP Jean Batthany and Director of Creative Jim Real, by in-house Disney ad agency Yellow Shoes. The campaign is surprisingly lacking in any Walt Disney World points of interest, but it is this simplicity that makes it striking. Rather than focusing on the excitement and drama of the day, as most ads do, it allows a quiet moment of reflection: what is the purpose of all the fun? Why do we go to Walt Disney World in the first place? For parents, it’s the joy and dreams of our children.
Whether this campaign reminds guests of their children or of their own childhood trips to Walt Disney World, it can bring a taste of the little moments to anyone. What do you think of the ads? What memories do they bring up for you?
Photos courtesy of Yellow Shoes Advertising Agency