Following Super Bowl LX, a new commercial was released by Disney and ESPN. This wasn’t the traditional “I’m Going to Disneyland!” commercial (which was released with two Seahawks who are at Disneyland today). This new commercial kicks off the “We’re Going” campaign. This new campaign leads up to ESPN’s inaugural Super Bowl in February 2027. The spot debuted on Good Morning America Monday. It reimagined the “I’m Going to Disneyland World” Super Bowl tradition. This time, there is a slightly different perspective taken that utilizes over 60 characters from across the variety of stories that are all included in Disney’s libraries. The destination for all of these characters is Super Bowl LXI.

The campaign begins with Buzz Lightyear and Woody and then it leads to a multitude of other character cameos that are all making their way to Los Angeles for the big game. Some of the cameos include Darth Vader; Iron Man; Frozen’s Anna, Elsa, Sven, Olaf and Kristoff; Moana; Deadpool & Wolverine; Grogu; Stitch; The Muppets; Zootopia’s Judy Hopps & Nick Wilde; Bart Simpson; and R2 D2 and C-3PO, and many more. Ultimately Maui from Moana appears in the final scene. Unsurprisingly, he transforms into an eagle and then joins Lightning McQueen and many other characters on the trek to the game.

Along with all of the Disney characters, Joe Buck and Troy Aikman are also featured in the broadcast booth. Both will call their seventh Super Bowl together in 2027. ESPN’s Jason Kelce, and Peyton and Eli Manning also make appearances in the commercial. Check it out here:

This is a campaign that has been more than 40 years in the making. It draws from the classic “I’m Going to Disney World” phrase that has been exclaimed by Super Bowl champions right after they win the big game. This is a tradition that dates back to 1987 when former New York Giants quarterback Phil Simms said it for the first time. This came after he was named the Most Valuable Player of Super Bowl XXI. This went on to become an iconic part of the Super Bowl tradition and celebrations. It now serves as the creative foundation for ESPN’s first Super Bowl marketing campaign.

“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.”

Added Tina Thornton, Executive Vice President, Creative Studio and Marketing at ESPN: “‘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. Together, it allows us to build momentum, create emotional connection, and bring fans with us every step of the way.”

Along with this new campaign, the excitement is building with a 24-hour, multiplatform event that is called The Handoff. ESPN began this broadcast at SoFi stadium, where Super Bowl LXI will be hosted, and continues throughout the day at Disneyland.

The “We’re Going” and The Handoff are just the opening chapter of ESPN’s bigger Super Bowl initiative. There will be more details revealed about it in the coming days.

What do you think of this new initiative? Are you excited about it? Share your thoughts and opinions in the comments below!