Gems Sty

Disney hits again! Many (all?) of us grew up with Disney characters like Cinderella, Little Mermaid and Snow White, and these cartoons both crystallized and entrenched the entire notion of the dream life and world – the pretty princesses, the prince charming, the happily-ever-afters.

As I grew up, however, Disney’s magic seem to rub me the wrong way more often. Perhaps I have outgrown it – Disney and Disneyland seemed much more commercialized and crass – to me, it seemed like they’ve lost the edge in creating dreams amidst tie-ins with McDonalds on Happy Meal soft toys.

This new series of ads (appropriately titled “Dreams”) seems to be harking back at the dream world and fantasy. They roped in icons like David Beckham and Scarlett Johansson, who perhaps are among the best choices in portraying the roles of the Prince Charming and Cinderella. The artistic direction and the photography are also much more sophisticated, awakening the kid in adults (rather than treating adults like kids) of the old myths of utopia with stunning photography. Taglines go “Where imagination saves the day” and “Where every Cinderella story comes true”.

And there will be more of these to come – featuring more icons as Peter Pan, Tinkerbell and Ariel the mermaid.

[story and more pictures]

***Update 02 March 2007*** – Apparenty Disney are not allowed to use the tagline “where dreams come true” as it had already been trademarked – by a porn producer no less!