Disney raised hackles with its Super Bowl ad to thank workers – simply days after the Mouse Home introduced plans to chop hundreds of jobs.
The 90-second industrial celebrating the corporate’s a centesimal anniversary featured a montage of scenes from numerous Disney films and properties launched over the past century, together with “Star Wars” and “Avatar.”
The “Disney 100” marketing campaign was meant as a “celebration of all of our followers and households, and our storytellers and inventive visionaries,” Disney CEO Bob Iger stated in a press launch.
Shopping for the Tremendous Bowl industrial, which value as a lot as $7 million per spot, sparked criticism. The tech weblog Gizmodo described it as an ill-timed “victory lap.”
“For as a lot touching footage as there’s within the Tremendous Bowl spot, it’s not flawed to name this a grimly timed flex,” the outlet said in a post.
Many Twitter customers additionally voiced their displeasure with the industrial.
“One thing about that disney celebratory advert bugs me … perhaps it’s the latest announcement they’re shedding 7,000 workers and spending no less than $7 mil on the advert,” tweeted Kristina Monllos, a senior advertising editor at Digiday.
“Precisely. The layoffs have been pitched as value reducing, spending on a SB advert isn’t important,” one other consumer replied.
“This Disney advert coming off the again of main layoffs is a giant YIKES lmao,” one Twitter user wrote.
“Disney firing 7,000 folks earlier than dropping a Tremendous Bowl advert could be very American lol,” another user said.
“Disney lays off 7,000 workers Thursday, however spends $7 million on a #SuperBowl advert spot on Sunday. Clearly an organization that has its priorities straight,” another person tweeted.
A Disney spokesperson stated the corporate used earlier promoting credit to cowl the industrial’s value. The corporate declined additional remark.
Iger shared the industrial alongside his personal ideas in regards to the anniversary on his private Twitter account.
“At this time I need to share this video, which celebrates the @WaltDisneyCo’s 100 12 months milestone. We’re enormously grateful to our storytellers, our forged members and our followers. Thanks and luxuriate in. #Disney100” Iger tweeted.
Disney had confronted activist strain to chop down on its bills following a dismal 12 months for the corporate’s inventory in 2022. Iger returned as CEO late final 12 months with a mandate to proper the ship at Disney.
Iger introduced a Disney expects to save lots of $5.5 billion in costs as a part of its budget-tightening efforts.
