Disney Plus took its turn in Sunday’s Super Bowl LIX with a campaign asking what the world would be like without its iconic moments.

“What if there was no galaxy far far away? And there was no joy? And they never did  assemble? What if every second didn’t count? And he never did remember who he was? What if she never did step into the arena? And he didn’t see more butts? And she didn’t let it go? And no one ever did get murdered in this building?” narrator Josh Gad asks, highlighting such Disney franchises and properties as Star Wars, Pixar's Inside Out, Marvel’s The Avengers, FX’s The Bear, Disney’s Mufasa, Fox’s The Simpsons, Disney’s Frozen and Hulu’s Only Murders in the Building, with a nod to ESPN documentary, In the Arena: Serena Williams, tucked in there.

“Then that would really suck, wouldn’t it?” Gad says.

Not to worry, though, because all of that did happen and it can all be watched across Disney’s streaming platforms –  Disney Plus, Hulu and ESPN – which is what the campaign was intended to promote. Gad’s narration picks up as does the score – a piano version of “La Vie en Rose” – as he reminds us of all the things that have happened in Disney stories over the years. 

“The spots in the Super Bowl can be very loud,” Samantha Rosenberg, executive VP of marketing for Disney Plus told Ad Age. “We found that a more quiet approach helps us not only cut through the loudness of the game, but lets people remember and focus on their own experience with [Disney] stories.”

Over the next few months, the campaign, produced in collaboration with agency Ultrabland, will evolve to focus on different genres or to captivate different audiences by highlighting different content. It also will promote some upcoming series and premieres, including season two of Disney Plus’ Andor, Marvel’s Daredevil: Born Again and the sixth season of Hulu’s The Handmaid’s Tale. 

‍