Disney has created its first brand campaign, starring Johnny Depp, to promote its range of DVDs available this Christmas.
The 'Pirates of the Caribbean' star appears alongside a singing mermaid and a talking sports car to promote films including 'Pirates of the Caribbean: Dead Men's Chest', 'Little Mermaid' and 'Cars'.
The six-figure campaign breaks in trade press in September. Consumer above- and below-the-line activity will run from October until Christmas in cinemas, POS, press, on TV and online.
Buena Vista Home Entertainment, Disney's distribution arm, developed the concept through a joint initiative with its agencies Momentum, AGI and Creative Partnership.
The creative will be themed on kids' letters to Santa and contain the strapline: "Make dreams come true this Christmas with Disney DVD."
Carolyn Spivey, Disney senior brand manager, said: "The Disney brand with all its magic and adventure is already synonymous with the enjoyment of Christmas.
"We are working closely with retailers to ensure our extensive Disney DVD collection, from classic animations to brand new family adventures, is effectively showcased. This campaign really is about underlining that we really do have a gift for everyone this Christmas."
Disney was named as one the most influential brands of 2006 in the latest Interbrand Best Global Brand Report.
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