Super Bowl: History of ‘I’m going to Disney World’ ad campaign
There are many images and words associated with the Super Bowl, but none so as famous as: “You just won the Super Bowl. What are you going to do next?” “I’m going to Disneyland/Disney World.”
Disney’s ad campaign, officially called “What’s Next,” kicked off with Quarterback Phil Simms on Jan. 25, 1987 after New York Giants defeated the Denver Broncos 39-20.
In preparation for the product placement, Disney went to both Simms and Broncos quarterback John Elway before the game. The idea that was whoever won would say the phrase during the post-game euphoria.
Michael Eisner, who was Disney CEO from 1984 to 2005, credits his wife with the idea in his book “Work in Progress.” Eisner said it all began when he and his wife Jane were out to dinner with friends. After dinner Eisner’s wife asked the couple what they were planning on doing next, their reply: “Well, we’re going to Disneyland.”
Most of the people used for the campaign over the years have been athletes, including NBA, NHL, MLB players, as well an Olympian and America’s Cup Winner. However, others have been included in the campaign, such as 1988 Miss America winner Gretchen Carlson. Starting in 2008 “American Idol” winners joined the crowd until 2011. That coincided with the opening of the American Idol Experience at Hollywood Studios in Disney World.
Here’s the list of those who said those famous words:
2022: Super Bowl LVI – Cooper Kupp, Aaron Donald and Matthew Stafford, Los Angeles Rams
2021: Super Bowl LV – Tom Brady, Rob Gronkowski, Tampa Bay Buccaneers
2020: Super Bowl LIV – Patrick Mahomes, Kansas City Chiefs
2019: Super Bowl LIII – Tom Brady & Julian Edelman, New England Patriots
2018: Super Bowl LII – Nick Foles, Philadelphia Eagles
2017 – Super Bowl LI – James White, New England Patriots
2016 – Super Bowl 50 – No commercials, but Peyton Manning went to Disneyland
2015 – Super Bowl XLIX – Julian Edelman & Malcolm Butler, New England Patriots
2014 – Super Bowl XLVIII – Malcolm Smith, Seattle Seahawks
2013 – Super Bowl XLVII – Joe Flacco, Baltimore Ravens
2012 – Super Bowl XLVI – Eli Manning, New York Giants
2011 – Super Bowl XLV – Aaron Rodgers, Green Bay Packers; American Idol Winner Scott McCreery
2010 – Super Bowl XLIV – Drew Brees, New Orleans Saints; American Idol Winner Lee Dwyze
2009 – Super Bowl
2008 – Super Bowl
2007 – Super Bowl XLI – Tony Dungy and Dominic Rhodes, Indianapolis Colts; Teemu Selanne, Anaheim Ducks, Stanley Cup Finals
2006 – Super Bowl XL – Hines Ward, with Jerome Bettis, Pittsburgh Steelers; Dwyane Wade, Miami Heat, NBA Finals
2005 – No commerical
2004 – Super Bowl XXXVIII – Tom Brady, New England Patriots; Major League Baseball World Series Champions Curt Schilling, Pedro Martinez
2003 – Super Bowl XXXVII – Jon Gruden and Brad Johnson, Tampa Bay Buccaneers
2002 – Super Bowl XXXVI Tom Brady, New England Patriots
2001 – Super Bowl XXXV – Trent Dilfer, Baltimore Ravens; Major League Baseball home run record Barry Bonds, San Francisco Giants
2000 – Super Bowl XXXIV – Kurt Warner, St. Louis Rams
1999 – Super Bowl XXXIII – Terrell Davis and John Elway, Denver Broncos; Women’s World Cup United States Championship Team
1998 – Super Bowl XXXII- John Elway, Denver Broncos; Major League Baseball home run record Mark McGwire, St. Louis Cardinals
1997 – Super Bowl XXXI- – Desmond Howard, Green Bay Packers
1996 – Super Bowl XXX – Emmitt Smith, Dallas Cowboys
1995 – Super Bowl XXIX – Jerry Rice and Steve Young, San Francisco 49ers
1994 – Super Bowl XXVIII – Emmitt Smith, Dallas Cowboys; Olympics Nancy Kerrigan, U.S. Figure Skater
1993 – Super Bowl XXVII – Troy Aikman, Dallas Cowboys; Stanley Cup Patrick Roy, Montreal Canadiens
1992 – Super Bowl XXVI – Mark Rypien, Washington Redskins
1991 – Super Bowl XXV – Ottis Anderson, N.Y. Giants: NBA Michael Jordan, Chicago Bulls
1990 – Super Bowl XXIV – Joe Montana, San Francisco 49ers; Graduation Jim Thompson of Temple University, and Matt Kaldenberg, Phyllis Kaldenberg and Laura McEwen of Simpson College
1989 – Super Bowl XXIII – Joe Montana, San Francisco 49ers; NHL Al MacInnis, Calgary Flames; NBA Joe Dumars, Detroit Pistons
1988 – Super Bowl XXII – Doug Williams, Washington Redskins; Miss America Gretchen Carlson; World Series Orel Hershiser, L.A. Dodgers; NBA Kareem Abdul-Jabbar, L.A. Lakers
1987 – Super Bowl XXI – Phil Simms, N.Y. Giants; America’s Cup Dennis Conner; NBA Magic Johnson, L.A. Lakers; World Series Frank Viola, Minnesota Twins
