Disney Store has unveiled its festive TV advertisement for 2014, featuring a chain reaction of Disney products throughout a decorated shop.
Designed and created by DMI Productions, the new video sees a cast of popular Disney action figures, vehicles, dolls and even dressing up costumes engage in the domino effect Rube Goldberg machine.
“This year, we wanted something really different to show off a splendid selection from among 100 Disney Store’s key products. We feel this is a magical and unexpected approach that showcases our products in a fun, unique and incredibly memorable way,” said Guido Schulz, senior marketing manager, EMEA The Disney Store, The Walt Disney Company.
A 30 second version of the commercial is now showing on the Disney Channel and Disney Junior in the UK and throughout Europe, while a 45 second version is available globally online.
The machine’s designer, Deej Johnson, added: “The way it is filmed is as important as getting the individual elements to work.
“Since every stage uses Disney Store products – from Buzz Lightyear and woody figures, to Star Wars Lightsabers and a range of drinking cups and stationery kits – it needs to look as rich and colourful in the video as it does in store.”
The project was filmed over night in the Milton Keynes Disney Store, and was wrapped up in time for the store’s opening the next morning.
“We are delighted with the end result and we are confident it is memorable, magical and very Disney,” concluded Johnson.
Check out the new video, below: