“Where Magic Gets Real”
Disney is known for its storytelling. They know how to make you feel something — nostalgia, warmth, happiness. This advertisement for Disneyland Paris is no different.
Story Arc: Setup
This short story starts set at a beautiful lake or pond surrounded by a grassy field sprinkled with white flowers. This setting is established right from the beginning of the video to give viewers context. We are also immediately introduced to the main character and supporting characters. The little anthropomorphic duck is happily waddling about with its parents when it stumbles across a Walt Disney comic book featuring Donald Duck. The little duck instantly becomes infatuated with Donald Duck.
The little duck spends all his time looking at the comic book and mimicking Donald Duck; the viewer can feel how much the little duck looks up to and idolizes Donald Duck. The audience can quickly relate to the duck’s happy-go-lucky attitude one has a child — no worries, all he cares about is his Donald Duck comic book. This connection makes the audience care about the little duck and wants to see the little duck happy. Additionally, the audience is given more context about the story’s setting when we noticed the season change from summer to autumn and finally to winter.
Story Arc: Confrontation
We are then introduced to the conflict of the story: since it is winter, it is now time to fly to a warmer climate. However, the little duck is not strong enough to carry his beloved Donald Duck comic book with him and sadly watches as it sinks to the bottom of the pond/lake. This conflict takes the audience to a new place, tugs at emotions, and creates engagement. We are heartbroken for the little duck as they and their flock of ducks fly through a storm and huddle together under a bush for cover, and we know the little duck would be so comforted by their Donald Duck comic book. Overall, we see the main character interact with the situation, and we feel the tension build in the story.
Story Arc: Resolution
The little duck sadly walks out from the bush they were hiding under into a bright, sunny day. When the little duck notices they are standing in a shadow, they look up, and the audience can see the joy spread across the little duck’s face. The little duck’s idol, Donald Duck, is standing right in front of them. We realize that the little duck and their family had flown to Disneyland Paris to take refuge from the cold of winter. The story is resolved when the little duck quacks with happiness and runs to give Donald Duck a big hug.
Creativity
This advertisement was extremely creative, in my opinion. Disney knows its audience exceptionally well — their audience loves the nostalgia and how Disney makes them feel. Disney knew an emotional story that tugged at the heartstrings would move people. This advertisement is different than other Disney advertisements where we typically see kids running through the castle to hug their favorite princess, etc. The audience connected with the little duck and wanted to see the little duck be happy. The audience is also reminded how happy they feel when visiting a Disney Park, just like the little duck felt. They are reminded that the stories they love so much are real at Disney Parks, and they can feel it too when they go visit.
Action
Disney published this advertisement on December 25, 2018 — only four months after I began working at the Disneyland Resort in California. Any Cast Member knows how magical their role makes them feel, especially the first few months of it. I went to work every day so excited to be apart of the magic I always felt growing up going to Disneyland. When I saw this advertisement, it inspired me that much more—the magic we feel when we watch Disney movies truly does become real at Disney Parks. I could feel the magic the little duck felt being at a place with a character he loved so much — people feel that every day at Disneyland, and I was now apart of that. Throughout my time as a Cast Member, I took action and let the magic the little duck felt inspire me to create those magical experiences everyone deserves to have when visiting a Disney Park.
Sources
Cunha, D. (2021, January). Creative Storytelling. Lecture.
