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Disney raised hackles with its Tremendous Bowl advert to thank staff – simply days after the Mouse Home introduced plans to chop 1000's of jobs.
The 90-second business celebrating the corporate’s one centesimal anniversary featured a montage of scenes from numerous Disney motion pictures and properties launched during the last 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 mentioned in a press launch.
Shopping for the Tremendous Bowl business, 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 may be within the Tremendous Bowl spot, it’s not flawed to name this a grimly timed flex,” the outlet mentioned in a submit.
Many Twitter customers additionally voiced their displeasure with the business.
“One thing about that disney celebratory advert bugs me … perhaps it’s the latest announcement they’re shedding 7,000 staff and spending at the very least $7 mil on the advert,” tweeted Kristina Monllos, a senior advertising and marketing editor at Digiday.
“Precisely. The layoffs had been pitched as value chopping, spending on a SB advert just isn't important,” one other person replied.
“This Disney advert coming off the again of main layoffs is a giant YIKES lmao,” one Twitter person wrote.
“Disney firing 7,000 individuals earlier than dropping a Tremendous Bowl advert may be very American lol,” one other person mentioned.
“Disney lays off 7,000 staff Thursday, however spends $7 million on a #SuperBowl advert spot on Sunday. Clearly an organization that has its priorities straight,” one other particular person tweeted.
A Disney spokesperson mentioned the corporate used earlier promoting credit to cowl the business’s value. The corporate declined additional remark.
Iger shared the business alongside his personal ideas in regards to the anniversary on his private Twitter account.
“Immediately I need to share this video, which celebrates the @WaltDisneyCo’s 100 yr milestone. We're enormously grateful to our storytellers, our solid members and our followers. Thanks and revel in. #Disney100” Iger tweeted.
Disney had confronted activist strain to chop down on its bills following a dismal yr for the corporate’s inventory in 2022. Iger returned as CEO late final yr with a mandate to proper the ship at Disney.
Iger introduced a Disney expects to save lots of $5.5 billion in prices as a part of its budget-tightening efforts.
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