Marks and Spencer have selected the Walt Disney theme song for its big Christmas television commercial.
“When You Wish upon a Star” is a song written by Leigh Harline and Ned Washington for Walt Disney’s 1940 adaptation of Pinocchio. The original version of the song was sung by Cliff Edwards in the character of Jiminy Cricket, and is heard over the opening credits and again in the final scene of the film.
The song has since become the representative song of The Walt Disney Company. The American Film Institute ranked “When You Wish Upon A Star” seventh in their 100 Greatest Songs in Film History, the highest ranked Disney animated film song, and also one of only four Disney animated film songs to appear on the list. This song also won the 1949 Academy Award.
This is a great song but when I hear it all I think about is Disney Movies, Disneyland and Walt Disney – not M&S!
M&S has very deep pockets so maybe they should have considered having someone write a great original song rather than ride on the coat tails of another legendary company. Disney must be laughing that a major international company would pay to promote its theme song. Every time I see the advertisement I think of Disney.
I think it shows a tremendous lack of imagination on the part of Marks & Spencer – dull and unimaginative.
Branding is so valuable to a company – every action, every advertisement, every brochure, and every promotion should re-enforce and promote the brand.
Ads that confuse and distract from the brand do real harm, diluting all of the past efforts. No matter how small your business it is important to passionately protect your brand, to avoid confusion and to make certain that every action leverages and strengthens the brand message and position.