A new campaign anchored in shared memory
The Walt Disney Company premieres a new brand spot, "Through Time", during Dick Clark's New Year's Rockin' Eve with Ryan Seacrest on ABC on December 31, 2025, opening a brand campaign that runs across the company's media properties and partner platforms throughout 2026. The film follows a fan named Paige and her family as they revisit home videos and shared moments built around Disney products, films, and parks across several decades of her life.
The campaign is positioned as the first instalment in a broader series. According to Joanna Balikian, Senior Vice President of Brand Management at The Walt Disney Company, the work is intended to spotlight the everyday role Disney plays in fans' lives. The spot moves between archival home video footage and present-day scenes, with emphasis on intergenerational continuity rather than on individual product properties. No specific theatrical release, theme park anniversary, or streaming title is referenced, signalling a deliberate move toward umbrella brand storytelling rather than promotional cross-sell.
"Through Time" continues a recent emphasis on emotional, narrative-driven brand work that has shaped Disney's marketing since its centenary year in 2023. The campaign is scheduled to expand with additional vignettes and regional adaptations during the first half of 2026.
Source: Disney Youtube
