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25th Anniversary, Day 4: Retro Rewind! 1987 Disney Commercial Campaign

By Official Disney Store Blogger, Mar 24, 2012 9:00 AM

Imagine—your team has just won one of the biggest sports games in the world, the Super Bowl. Amidst all the chaos and excitement, someone asks you, “You’ve just won the Super Bowl, what are you going to do next?!”

So… what would you do next??

For many, the answer has been an easy one—they would go to Disneyland and Disney World! In fact, athletes and celebrities have been exclaiming this for decades. Today, this slogan has manifested itself a series of commercials featuring a whole range of famous faces. But how did it all begin?

Past Disney CEO, Michael Eisner, claims in his 1998 memoir Work in Progress that his wife, Jane, is to be credited with the idea for the campaign. In a dinner celebrating the 1987 grand opening of Star Tours with pilots Dick Rutan and Jeana Yeagar, the first pilots to fly around the world without stopping or refueling, Jane Eisner asked the pair what they planned to do next. The reply she received was, “Well, we’re going to Disneyland.”

1987 Star Tours Opening
1987 Star Tours grand opening in Disneyland, around the time when Jane Eisner heard the iconic phrase that would become a Disney commercial campaign.

The phrase stuck, and weeks later Disney premiered their first commercial featuring the infamous line. Featuring New York Giants quarterback Phil Simms, the commercial recaps the moments after the Giants had just clenched a victory over the Denver Broncos in Super Bowl XXI. In all the excitement, a voice asks Phil what he is doing next, and he replies with the phrase first uttered by Dick Rutan and Jeana Yeagar, “I’m going to Disney World!”

 Take a look at some examples of the advertising campaign launched by Disney, starting with Phil Simms in 1987 and even featuring American Idol winner David Cook!





Drew Brees Disney Parade
Drew Brees riding in the Disney World Parade after winning the Super Bowl, a new tradition for Super Bowl MVPs.

Today, this iconic phrase is used in a number of films, television shows, and live interviews. You may have heard it in an episode of Full House when Stephanie wins a slot machine jackpot, in the movie Con Air, or even referenced in Disney’s very own Aladdin in the scene when the Genie asks Aladdin, “You’ve just won the heart of the princess! What are you going to do next?” And for good reason! It’s hard to imagine a better place to celebrate than the happiest place on earth!

Genie and Aladdin
"You've just won the heart of the princess! What are you going to do next?"

Have any of you heard someone utter this famous phrase? Or have you heard it used in a famous movie or on television? Even better, have you said it yourself?

3 days to go!




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Have only heard it in the famous disney movie

"I'm going to Disney World" is a claasic! I cannot count how many times I have heard not only famous people say it, but my friends & family when we are excited about something great that has happened!

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