WATCH: Dozens of Disney Characters Head to the Super Bowl For Disney’s New ‘We’re Going’ Campaign
As Disney puts a cap on the 2025-2026 NFL season with The Handoff, it is also starting to look ahead.
Next year, ESPN will broadcast the Super Bowl for the first time ever, marking an important milestone in Disney’s sports broadcasting history.
Photo: ESPN
To celebrate Super Bowl LXI, Disney has launched its new “We’re Going” campaign.
‘We’re Going’
Drawing inspiration from the iconic “I’m Going to Disney World” Super Bowl tradition, the new “We’re Going” campaign brings together 60 characters from across Disney’s franchises with the single goal of making it to Super Bowl LXI.
Photo: ESPN
“Few phrases are as instantly recognizable in sports as ‘I’m going to Disney World,’” said Asad Ayaz, Chief Marketing and Brand Officer, The Walt Disney Company. “This campaign brings together the scale of ESPN, the global power of Disney’s brands and characters, and the excitement of the Super Bowl to create a shared moment that signals just how big this milestone is for our company and fans.”
Disney Characters Unite
The new spot begins with Buzz Lightyear and Woody making plans to go to the Super Bowl, followed by appearances from Darth Vader, Iron Man, Anna, Elsa, Sven, Olaf, and Carl from Up.
Photo: Also Disney
After a brief appearance by the Manning brothers, Stitch, Bluey, Percy Jackson, Nick Wilde, and Judy Hopps begin their travels to the big game.
Other characters starring in the spot include Deadpool, Wolverine, Grogu, R2-D2, C-3PO, Bart Simpson, Maui, and Moana.
Photo: Also Disney
“‘We’re Going’ is just the beginning of a year-long adventure to our first Super Bowl. It sets the tone for how we’re approaching Super Bowl LXI by bringing together the storytelling power of Disney with the scale, voice, and passion of ESPN,” said Tina Thornton, Executive Vice President, Creative Studio and Marketing at ESPN. “Together, it allows us to build momentum, create emotional connection, and bring fans with us every step of the way.”
Watch the Spot
If you haven’t seen the new spot, check it out now!
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