How Disney Gave Us ‘The Gift’ of a Magical Christmas
‘The Gift’ of Christmas adverts has arrived on our doorsteps just in time for the beginning of holiday season - and it’s Disney! As the third instalment of their ‘From My Family To Yours’ trilogy (the planning for which began as early as 2019), the animated spot closes off the main character, Nicole’s, Christmas story of family bonding, love, and appreciation, with classic Disney flare.
The first glimpse we got into Nicole’s life was in 2020, when we met her in the spot named ‘Lola’, showing us the unbreakable bond she has with her grandmother and the family holiday traditions they’ve kept through the years. Then, last year, we saw ‘The Stepdad’, where a now grown-up Nicole shapes her own little family with her young children, Max and Ella, who met their stepdad Mike for the first time, which marked the first expansion of her home.
In a very Disney manner, this year’s addition to the story follows Nicole’s journey, seamlessly blending it with that of her own kids, while she introduces them to the new member of the family - her new baby! The story is told through the eyes of Nicole’s youngest - Ella - who, in her own way, adjusts to the new family dynamic. Ella’s story this year is supported by the beloved Mickey Mouse glow-in-the-dark soft toy, which stands as a connector of past, present and future. Mickey’s part in this trilogy began when Max gave him to Ella, and now, we can watch her give her to her youngest sibling, to welcome them to their home, hence the name of the spot, ‘The Gift’.
Another important point of the film is its powerful vocal support, provided by Jessica Darrow, most well known for her role as Luisa Madrigal in Disney’s ‘Encanto’, who brought the holiday spirit through the soundtrack of the ad, ‘A Little More’.
Starting parallel to the beginning of the pandemic, a time when families were unfortunately torn apart for prolonged periods of time, the trilogy ‘From My Family To Yours’, is a full-circle story that can only get better with time – while providing hope, warmth and promise for the safety of family bonding – wherever audiences may be in the world. Doing this in a way only Disney can, they also continued their commitment to their long-standing support for their charity partner ‘Make-A-Wish’.
As part of the trilogy finale celebration, Disney is encouraging fans all over the world to join and donate to ‘Make-A-Wish’ with the promise to match all donations up to $100,000. Fans can donate through shopDisney at checkout, or via Make-A-Wish International.
LBB’s Zoe Antonov spoke to Sarah Fox, VP of marketing & communications, Disney consumer products, games & publishing, EMEA, to find out more about how the ad brought the holiday spirit to families all over the world and what is Disney’s secret magic potion for this Christmas.
LBB> How did the ideation process for the campaign start and how did it develop until it reached its final form?
Sarah> We started the initial planning for ‘From Our Family To Yours’ back in 2019. We spoke to families to understand what was important to them during the holiday period and they told us they wanted to prioritise time together, because of the positive contribution it makes to their overall wellbeing. This sentiment became all the more pertinent as the pandemic forced us to stay at home. Since then families have told us the same thing – the holiday season is a chance to strengthen family bonds, connect over shared traditions and make new memories. As we have developed this campaign we have always wanted to centre on a family who would resonate globally, we’ve moved from focusing on a grandparent to a blended family, and it made sense to add a new addition to the family this year.
LBB> Is this campaign building on those from previous years and if so, how?
Sarah> Yes, this is the final instalment of the ‘From Our Family To Yours’ animated trilogy. In 2020, we launched ‘Lola’, which told the heart-warming story of grandmother and granddaughter, and the festive traditions passed down through generations. Last year we brought ‘The Stepdad’ to audiences: Nicole, the granddaughter from the previous year is now grown up with two children of her own, and we watched as they navigated the holiday season with stepdad Mike, finding shared magic with the help of a special storybook. Both of these stories focused on one family, yet resonated with people worldwide, reaching 184 million views combined. We wanted to build on that incredibly positive reception with a concluding story, and one that brought a new addition – culminating in this year’s ad titled ‘The Gift’.
The soundtrack has always been important to us. In lieu of any dialogue, we needed an emotional soundtrack to support the storytelling. In our inaugural advert Brits’ Rising Star winner Griff, performed ‘Love Is A Compass’, and two-time Grammy Award winner Gregory Porter, who sang the original duet Love Runs Deeper with CHERISE last year. This year our lead artist is Jessica Darrow, star of Walt Disney Animation Studios’ Oscar-winning 2021 film Encanto. Penned exclusively for the advert by LA-based songwriters PARKWILD, Sofia Quinn and Rose Tan. Providing a powerful vocal narrative to this year’s story, Jessica is best known for voicing Luisa Madrigal in Disney Encanto and singing the viral sensation Surface Pressure, which reached the top three in the UK single charts earlier this year, with over 276 million YouTube views.
LBB> Since this will be the last instalment of the 'From Our Family to Yours' trilogy, tell us, what makes it the perfect ending? How does it wrap up a cohesive story?
Sarah> We approached our trilogy like a series of short films. Disney stories are known for taking viewers on a journey - initiating a sense of emotion and perhaps even trepidation sometimes. The From Our Family to Yours trilogy was developed to tap into relatable stories of modern families – be that intergenerational relationships, a step-parent, or a new sibling. At the heart of all is family togetherness and those important bonds that hold us together.
In the first ad, we began with Lola and her granddaughter back in 2020 passing on the tradition of making parols – the star-shaped lanterns from Lola’s childhood in the Philippines. Last year, we saw the same granddaughter, Nicole, grown up and mother to her own children, as she introduced loving stepdad, Mike, into the family. This year we see how the family have grown, as they get ready for the arrival of a new baby. It tells a powerful story of sibling relationships and the changing family dynamics as the youngest child Ella becomes a ‘big’ sister.
The advert features plenty of those original holiday traditions led by Lola, those established by our blended family, and a very clear turning of the page into a new chapter.
LBB> The trilogy of campaigns was supporting the 'Make-A-Wish' charity, how will Disney's partnership with them continue after the campaigns are done?
Sarah> Disney has a long-standing partnership with Make-A-Wish® which has spanned more than 42 years. Since 1980, we are proud that we have helped grant more than 145,000 life-changing wishes around the world. Our relationship with them goes beyond our holiday campaign and is supported by several different areas of The Walt Disney Company.
Internationally, Disney Parks remains the epicentre of the charity’s wish-granting activity, however this year we’ve also enjoyed bringing the magic to children closer to home. For example through an exclusive event here in the UK, where with the support of The Kentown Wizard Foundation, we together with the charity were able to create an immersive Disney wish experience for over 230 wish families.
However, to celebrate the third and final instalment of From Our Family to Yours, we are encouraging fans to join in and donate to Make-A-Wish® across EMEA. Disney will match all qualifying donations totalling up to $100K, helping to grant even more wishes.
LBB> Why did you decide three films is the perfect length?
The trilogy allowed us to explore our characters and tell interconnected stories. It is fitting to end with a new sibling!
This format has also enabled us to develop the animation each year, with more texture, more detailed sets, and cosier lighting. We have also been able to evolve our characters, bringing more of their backstory to our audience and finding ways to ensure the threads remain between each story.
For example, props from Lola’s house, now furnish Nicole and Mike’s home. As well as the Mickey Mouse toy, Nicole’s beloved heirloom from Lola which is still part of the parol-crafting tradition this year. We even have Ella’s Mickey and Minnie plush from last year reappearing this year.
There are also echoes of Nicole’s very poignant kiss goodbye when she chooses going out over making parols with Lola in the first film, to when she kisses Ella goodbye this year; she is doing her best to remind her that she loves her, but it is time for a big change!
In addition, next year Disney celebrates its 100th anniversary and we will be bringing a new holiday campaign with a very special theme. More on that to come!
LBB> This Christmas looks like it will be a tough one for consumers economically - do you think now a bit of Disney magic and escapism is more important than ever and why?
Sarah> We know that Disney means a lot to families during the festive season – be that watching a movie together, dressing up as favourite characters, or playing with toys. Our ambition is to bring magic to families and fans every day with our stories. ‘From Our Family To Yours’ has been a campaign that has run through some of the most uncertain times in history, and we hope that our short films provide entertainment, joy and optimism.
LBB> What were the main messages of the campaign you wanted to translate to audiences?
Sarah> At its heart, ‘From Our Family To Yours’ is all about family togetherness and the bonds that we create with our loved ones. We hope that this sense of positivity resonates with our audiences.
LBB> What was the most challenging part of this campaign and what was the most fun part?
Sarah> Challenges always bring opportunity! One of the biggest considerations of this campaign is the incredible team working on the piece itself. Over the three years of the campaign, there have been 58 artists in New Zealand who have amassed 6100 studio hours to model 13 characters, 126 items of clothing, 275 props and 14 pieces of bespoke artwork.
Alongside them we have had a team of UK-based writers, global researchers and multiple teams of consultants from different countries, producers, sound engineers, and LA-based song-writers who have written three amazing songs, sung of course by three very talented singers. It really is a massive team effort!
There are many fun parts, but probably one that our fans enjoy the most are the many hidden ‘Easter Eggs’ in the adverts. This year we have seven hidden Mickeys in honour of Amelia, one of our young collaborators from Make-A-Wish who recently celebrated turning seven years old, and whose favourite character is Mickey Mouse.
LBB> How long did the campaign take from beginning to end?
Each campaign takes around a year to put together, from insights through ro storyboarding, creative and testing.
LBB> Any final thoughts?
Sarah> We wish everyone a fun and healthy holiday season!
