What do you think of Disney's new Seven Dwarfs Mine Train commercial?

May 22, 2014, 9:28 AM · Walt Disney World is running a new commercial promoting the new Seven Dwarfs Mine Train roller coaster in the New Fantasyland at the Magic Kingdom:

Ray-Bans? Popped Polo collars? Kidz Bop-style rap? My reaction:

What year is this?

But what do you think?

Replies (43)

May 22, 2014 at 9:41 AM · I agree with you..Is this targeted for those in the 90's or what? My question is, how long before they start to fix things when they break down?
May 22, 2014 at 10:02 AM · It is hip, it is lively, it is modern, but it does lack the "Disney" touch. I honestly felt a little awkward watching it. Still, looking forward to many a mine train ride.
May 22, 2014 at 10:21 AM ·
Well I am sure Universal is just shaking in their boots over this ad and wondering how DA will ever be able to compete with this genius..
May 22, 2014 at 10:51 AM · Wow.

To be perfectly honest, I hate the commercial.

The biggest problem was the tone of the commercial. It was goofy and pretty rapid fire, which does a huge disservice to the amount of effort that went into making this a really beautiful piece of New Fantasyland.

I think they really needed to include a nice wide angle shot of the entire mountain, showing off the landscaping and scale of what they built. And being that it's so close to Cinderella Castle, they should have played that up by showing it more prominently in the background. I saw it very briefly in one shot, I believe. I really am surprised that they didn't do a slow aerial shot of the project so people would be taken aback by how beautiful it is. Instead, you really didn't get to see very much of the ride at all.

The sunglasses and soundtrack were bad, but really it was the focus of the commercial that I had the biggest issue with.

I'm very disappointed in this commercial.

May 22, 2014 at 11:15 AM · So...who hacked the Disney website and stole the dwarf costumes?
May 22, 2014 at 12:02 PM · I love it!
It's respectful to the ip in every way. Snow White was Walters first big movie, a huge financial and artistic gamble that won him an Oscar so doing what is done in the clip is respectful and Magical although it would be better if they had Snow White snore up some pixie dust and twerk but this is close enough. I'm sure he would have loved it or at least would have been speechless.
May 22, 2014 at 12:00 PM · I think for a company that is trying to appease both "traditional" and "non-traditional" families, the marching orders for the ad firm was to try to convey that the new ride is "hip" and "fun." However, the caveat is not to offend anyone. So we get this kind of ad. There is no coherent message and they borrow 30 year old styles. Why? We look back nostalgically and gloss over the bad things. Even gestures that appeared offensive back then are now "cute." So they succeeded in not offending. However, if I wasn't a Disney fan, this ad would not persuade me to go to Disney World for this one ride. I also happen to like Harry Potter, so my desire to visit either IOA or USJ is driving my next theme park visit.
May 22, 2014 at 12:25 PM · Hahahaha!

It looks like Seven Dwarfs is the best thing to happen to theme parks here in the 1990's!

May 22, 2014 at 12:53 PM · Was it just me or did the Ray Bans and the two dwarfs with a beard and the one dwarf without make you think of ZZ Top?
May 22, 2014 at 12:59 PM · This will prbably appear twice (or three times with the connectivity issues I'm having).

Was it just me or did the Ray-Bans and the two dwarfs with a beard and the one dwarf without a beard make you think of ZZ Top?

May 22, 2014 at 1:17 PM · I don't enjoy this commercial as it sounds not only like an 80's commercial but the Seven Dwarfs going "modern". What year is this indeed.
May 22, 2014 at 1:50 PM · What can you say? "It Rocks!!!" It's contrary to the intent of the coaster. They tried to make it hip. I hate the rap song. It doesn't make me want to go, but I guess I'm not the intended audience.
May 22, 2014 at 2:13 PM · Not horribly bad, but you have to wonder who signed off on this idea.

It looks like the actual ride footage was sped up as well.

May 22, 2014 at 2:15 PM · All they needed was a fanny pack.... no wait they had that to. With the amount of time it took to build the attraction they should have taken a photo per week and ran them all together, it couldn't have been any worse.
May 22, 2014 at 2:58 PM · Hmmm.

Not sure what Disney are playing at.... The 7 Dwarves Coaster isn't ever going to be 'cool'. It's a fantastic family attraction and this just comes across like a Dad dancing at his daughter's birthday party - deeply embarrassing.

Great as I think the coaster is this advert frankly sucks....

May 22, 2014 at 4:05 PM · I actually didn't mind it. It was a 30 sec ad, that incorporated the "Rock Your Disney" style angle, that was supposed to appeal to the masses.

In terms of trying to make it hip....Well, the dwarfs (In association with Snow White) aren't exactly the coolest, most current characters in Disney's line. So, this seemed to be an attempt to showcase that this attraction isn't "just" for little princess fans, but for cool "folk" as well.

In fact, the family consist of two sons (not a daughter in site), who fist bump / explode.

I don't think it's the best ad, but I wouldn't call it a disaster (that would be one of those advertisements where the consumer doesn't remember the product being advertised)

May 22, 2014 at 4:34 PM · Dunno what all the fuss is about... attractive family... catchy tune... cool looking ride. And, for a nice change of pace, the coaster scenes utilize actual footage. What a novel idea!

I am anxious to experience this new attraction first hand.

May 22, 2014 at 5:41 PM · Not a fan at all. I also noticed at the beginning the family is walking away from the ride. They are going through the castle the wrong way if they are trying to get to the ride. Did they just ride it and now they are cooler? I'm not really sure.
May 22, 2014 at 5:52 PM · Standing and applauding Tim Hillman for the ZZ Top reference.


It's a gorgeous attraction and will help the world's most successful theme park model satisfy its sizable populace with endless bolts of crinoline and a sea filled with children's face paint.

May 22, 2014 at 6:18 PM · Oh...my.....

Um, it wasn't the worst commercial I've ever seen, but it certainly doesn't have that usual "Disney Magic" feel.

On the plus side, the coaster does look like fun :-).

May 22, 2014 at 6:22 PM · The ad agency that did this piece of "fun" for Disney is McGarryBowen. Wonder if they will still be the agency of record after this?
May 22, 2014 at 7:02 PM · What did I just watch... I'm 20, so maybe a little above the target demo, but this flew right over my head.
May 22, 2014 at 7:53 PM · This is pretty bad...

Let me explain. Whenever USF airs a Wizarding World/ Diagon Alley commercial, they instantly grab you with the HP theme song, then show the scenery from the lands that you know from the movies. I stop whatever I am doing to look up and watch when they come on. They also use that darkish tone of all the movies and appear seamless.

Why couldn't Disney play the original classic song and movie, then go into a dubstep version the "Hi Ho" song to mix new with old? Anything but this. Yikes.

May 22, 2014 at 8:06 PM · Corny
May 22, 2014 at 9:07 PM · I think that the Disney parks planners and marketers have lost their minds in the last five years. It seems to me that they are only targeting rides and advertisements to the die hard Disney Only fan club. My family likes all theme parks, but Disney used to be by far the top. They have been stuck in the 80's and 90's. I believe it started when the great Alien Encounter was refurbished with Stitch, and it has been downhill from there. Do they honestly think teens that like hip hop will want to go ride that? No way. The ad should have been how Disney has embraced a classic film with a classic attraction themed for multiple generations of people. The ads for Diagon Alley show you how to market new attractions. If the Disney board know what they are doing, and I think they do, they need to clean house with the theme park operation. Get some management that understands how to develop parks and advertisements that would convince any family to come to Disney, not just the people that will come regardless. Do they focus test these things anymore?
May 22, 2014 at 9:46 PM · Ummm yeah..... Way to go Disney! Ahhh yeah .....my cousin Eddy does great ads for the Stubbenville Gazette for the Dollar General that are about the same quality.... Way to show off your attraction.... Good job, good going, that's good, everyone's good. I'm just going to go over here to Universal...... Ummm yeah but thanks for playing.
May 23, 2014 at 12:30 AM · It's right up there with 1989's Splash Mountain Rap.
May 23, 2014 at 12:58 AM · Disney is lost in last century. When will disney innovate and create a 21st century attraction. Nothing new here.
May 23, 2014 at 1:09 AM · I think it's false advertising.
Where are the fat sweating Americans and their whining kids that seems to fill the Disney parks 90% or is this in Disney Paris?
May 23, 2014 at 4:00 AM · What? I felt like Robert.
May 23, 2014 at 4:49 AM · The Ray-Bans were the best part!
May 23, 2014 at 5:27 AM · I showed it to my 2 daughters, ages 8 & 9....They LOVED it. They thought it was cool and funny and it got them more excited then ever. This commercial is not for adults....although I thought it was cute and even I chuckled and smiled. I don't understand why some of y'all take it so seriously and say it lacks Disney "magic"....it made my daughters faces light up and smile and that to me is Magic °?°
May 23, 2014 at 6:18 AM · Cheesy commercial or not, the intense eagerness of fans wanting to experience this attraction is there. For Disney's 24 hour event at the Magic Kingdom today, they went ahead with a soft opening of the Mine Train for guests. Within 30 minutes of the park's 6am opening, the wait for the ride had ballooned to 3 hours. A terrible commercial certainly won't be chasing people away.
May 23, 2014 at 6:31 AM ·
Disney might have been better served by having the Old Taxi TV show Theme music playing while showing this new Train ride.

Yes there will be herds of folks wanted to try this new ride, but there is no comparison to Universal DA where there will be up to 8 hours to get into Diagon Alley.

Nice new ride for Disney with a non creative commercial..

May 23, 2014 at 7:09 AM · I don't know what you guys are complaining about, this ad is clearly an homage to the year in which the ride was announced! (It feels like it's been 30 years, anyhow...)
May 23, 2014 at 7:41 AM · It was pretty bad. I kind of felt like the whole thing was disrecptful to the classic material. I agree with the person who said start with the classic music and then go for a modern upbeat twist. The cottage and landscaping is fantastic. It seems a missed opportunity not to showcase the attraction from a distance. Some times "trying" to be cool just comes across and trying too hard.
May 23, 2014 at 10:34 AM · This one is MUCH better!

May 23, 2014 at 9:58 AM · A little quiz

Q. What does a caveman have to do with insurance?
A. Nothing, but I bet that the vast majority of you can name the company as well as identify your favorite segment in the advertising campaign.

Q. What talents do the Kardashians have?
A. One - The ability to mindlessly self-promote themselves into multi-million dollar fortunes, and admit it or not, just about every one of you has seen the title of an online news story about them in the past few days (and may have actually read the article).

The commercial about the Seven Dwarfs Mine Train is very good and successful because it gets your attention. Adults may chuckle at it for its tacky 1990s style and cheesiness, but it gets them thinking and talking. Kids enjoy it because it is silly and fun and different from most of the advertising currently aimed at them.

The purpose of an ad is to get your attention, and to get you to remember the product positively when you are making a buying decision. This ad accomplishes those goals quite nicely.

May 23, 2014 at 9:20 PM · I agree with another's comment about the ZZTOP comparison. It seemed more like DISNEY paying tribute to the classic rock band ZZTOP rather than DISNEY promoting their new ride. Unfortunately; it is sad on several levels. First; it just shows how little creativity is left within the DISNEY corporation and secondly as someone else said it's almost like DISNEY is stuck in the 80's and 90's. But in truth they really haven't done anything innovative or creative in over a decade and this attraction(SDMT)only confirms this. Sure it will be a family friendly attraction and it may even be cute and whimsical but it won't even come close to what UNIVERSAL is offering just up the road at DIAGON ALLEY. I've been a lifelong fan of DISNEY but I'm starting to get really upset with all these people that continue to give DISNEY a free pass to just live off their past. Come on folks wake up...as long as you continue to flock to their parks like it's the end of the world and except these underwhelming offerings and astronomical prices then DISNEY will continue to hike ticket prices and offer nothing that is truly innovative or groundbreaking. Why would they? Mark my word; UNIVERSAL will offer the most innovative attractions this summer but in the end it will probably be DISNEY again that will have record attendance and record profits over a little silly and underwhelming mine train. Come on everyone; it's sad but realize and accept as I have that UNIVERSAL is the new leader in the theme-park industry and not Disney!!!!
May 24, 2014 at 7:20 AM · Michael, I agree with everything you said in your post (especially the part where you agreed with my ZZ Top observation), and I and many others have said the exact same things you stated, BUT...

can you or anybody else here reading this thread tell me why Disney should be doing anything differently and back it up with factual evidence that they are doing something wrong?

May 24, 2014 at 10:11 AM · Disney is the Diet Coke of hip theme parks.
May 24, 2014 at 11:27 AM · "factual evidence that they are doing something wrong?"

This depends on whose perspective is winning. Price hikes, uninspired attractions, higher attendance... I think Disney is winning and the customer is losing. Their new commercial seems like counterprogramming. Come visit, but not too many. Sucks to care.

May 24, 2014 at 12:46 PM · Tim; in response to your question about is there factual evidence that confirms that DISNEY is doing something wrong I would reply this way. First; I have never said DISNEY was doing something wrong. In fact It's obvious they are responding and giving their customers exactly what they want I guess because record profits and attendance confirms that. And a case in point is this: not long ago on another DISNEY chat site some one posted some pictures that showed a typical day at the MAGIC KINGDOM at WDW. It showed wait times for several E-ticket attractions such as Space MT., POTC, and Haunted Mansion and all were under 20 minutes but the wait time for meet-n-greet TALES WITH BELLE was over 90 minutes. So obviously that's what the American Disney marketplace and current DISNEY customers want these days. So I'm assuming most people are totally content with more merchandise shops, more restaurants, more meet-n-greets, more parades and more astronomical admission ticket prices. So from that perspective then DISNEY is right on target. But speaking for myself personally I am in my 50's and have been a lifelong fan of DISNEY'S theme-parks because for many, many years they WERE the BEST because their attractions were the most innovative and most technologically advanced. And that is why I visited their parks...not for the shops, restaurants, parades and meet-n-greets but for their mind-boggling rides and attractions. And now it just seems like they care more about making money rather than offering their guests cutting-edge attractions as they once did 15-20 years ago. And I'm not saying they're not still good...they are. But I just feel we should all demand more from them especially considering what we pay now for the current DISNEY experience. They are still capable and that's my bottom-line point. Just look at their parks in Hong Kong, Paris and Tokyo. They've done some very creative things over in those parks recently but just not here in the states. But my closing point is this; it just seems like UNIVERSAL is trying harder these days to be more creative and innovative than DISNEY...at least here in the states. But again; I guess the majority of DISNEY'S current customers are happy with the product that DISNEY is giving them these...but I'm not. I guess I'm a minority these days. But all I can tell you is I will be visiting UNIVERSAL ORLANDO this year but I will not be visiting WDW or DISNEYLAND any time soon.

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