On Strategy Showcase: What Happens When Disney and adam&eveDDB Get Together?

Hosted by Fergus O’Carroll | Released on January 5, 2025

Introduction to the Episode

In the inaugural episode of 2025, host Fergus O’Carroll delves into the fascinating collaboration between Disney and the renowned advertising agency adam&eveDDB. This discussion transcends beyond a typical holiday advertisement, exploring the intricate storytelling strategies that underpin the creation of Disney's latest Christmas spot. The episode features Catherine Willoughby, Planning Director at adam&eveDDB in London, who provides insider insights into the strategic and creative processes involved in this partnership.

Background: From John Lewis to Disney

Transitioning Agencies Adam and Eve DDB, long celebrated for their emotionally resonant campaigns with John Lewis, recently concluded a 15-year partnership with the retailer two years prior. This departure opened avenues for new collaborations, leading Disney to seek adam&eveDDB’s expertise for their holiday campaigns.

Catherine Willoughby on the Transition

"We no longer worked with John Lewis, which created the opportunity for this relationship." [05:51]

Developing the Disney Holiday Spot

Brief and Objectives

Disney approached adam&eveDDB with the objective to create a holiday spot that deepens the brand’s association with the festive season. The brief emphasized that "a little kindness can spark a lot of joy," aiming to blend Disney’s magical storytelling with the heartfelt emotions characteristic of holiday advertising.

"Their objective was to deepen and strengthen the connection between the Disney brand and the holiday period." [11:50]

Concept Development: The Boy and the Octopus

Rejecting Disney’s initial concept, which centered around a grumpy character softened by a vibrant counterpart, adam&eveDDB proposed a fresh narrative: "the boy and the octopus." This concept encapsulates the themes of wonder, kindness, and the pursuit of dreams, aligning perfectly with both Disney’s and Adam and Eve’s storytelling ethos.

"They had a theme: an act of kindness sparking joy. So that was kind of the brief." [10:58]

Storytelling Structure and Strategy

Adhering to Story Arcs

Catherine emphasizes the importance of a well-structured story arc that resonates emotionally with the audience. They utilized the classic four-beat structure: a protagonist's desire, challenges, a pivotal moment, and a rewarding resolution, ensuring the narrative remains engaging and impactful.

"This is the structure of a story. And the one we're discussing at the moment is quite complex." [15:59]

Avoiding Predictable Resolutions

A key strategy was to subvert audience expectations with unexpected yet heartfelt resolutions, thereby maintaining the emotional depth and magic that Disney is renowned for.

"We need the resolution to be unexpected, something that you couldn't have seen coming." [21:09]

Crafting the Story: Parallels with John Lewis Campaigns

Catherine draws parallels between the new Disney spot and past John Lewis campaigns, highlighting similarities in emotional storytelling and character relationships. Both campaigns focus on building meaningful relationships that lead to selfless acts of kindness, ultimately delivering surprising and heartwarming conclusions.

"That's because the things you're trying to achieve... include that child having a special relationship with something else that's kind of cute." [20:27]

Creative Process and Collaborations

Incorporating Director's Vision

The inclusion of the playful sushi scene was a spontaneous addition from director Taika Waititi, showcasing the collaborative spirit and adaptability of the creative team.

"The idea for that came from the director, Taika Waititi." [23:56]

The Role of Music

Music plays a pivotal role in enhancing the emotional resonance of the spot. The use of orchestral elements and familiar Disney tunes, such as "Part of Your World" from The Little Mermaid, amplifies the magical atmosphere and deepens viewer engagement.

"The use of music... it can take a shitty concept and make it beautiful." [30:21]

Execution and Release Strategy

Treating the Spot as a Short Film

Opting to present the holiday advertisement as a short film rather than a traditional commercial allowed adam&eveDDB to maintain the integrity and depth of the story without resorting to cut-down versions. This approach ensures that the full narrative experience is preserved, encouraging viewers to engage with the entire story.

"We treated it as a short film rather than an ad, so we didn't make any cut downs." [05:18]

Teaser Trailers instead of Cut-Downs

To promote the full-length spot, the team created teaser trailers akin to movie previews, enticing the audience without revealing the entire storyline prematurely.

"We made teaser like trailers, as if it was a movie trailer." [05:18]

Future Collaborations and Ongoing Projects

Building on the success of the boy and octopus narrative, adam&eveDDB and Disney are already in the creative development stages for the 2025 Christmas spot. Starting the creative process earlier this year allows ample time for potential merchandising and Disney theme park activations, aiming to expand the story’s reach within the Disney ecosystem.

"We're actually working on the Disney Christmas 2025 film already." [29:12]

Notable Quotes with Timestamps

• Catherine Willoughby [05:18]:
  "Because we'd treated it as a short film rather than an ad, we therefore didn't make any cut downs."

• Catherine Willoughby [21:09]:
  "We need the resolution to be unexpected, something that you couldn't have seen coming."

• Fergus O’Carroll [31:13]:
  "The use of music... it can take a shitty concept and make it beautiful."

• Catherine Willoughby [23:56]:
  "The idea for that came from the director, Taika Waititi."

Conclusion

This episode of On Strategy Showcase offers a deep dive into the collaborative genius of Disney and adam&eveDDB, illustrating how strategic storytelling and creative innovation can culminate in a memorable and emotionally charged holiday campaign. Catherine Willoughby’s insights reveal the meticulous planning and heartfelt passion that drive successful brand narratives, setting the stage for future enchanting endeavors between these two iconic brands.

Thank you for reading! For more engaging discussions on the strategies behind remarkable campaigns, tune into "On Strategy Showcase" with Fergus O’Carroll.