In spring 2023, I was fortunate to discover a new campaign concept for Walt Disney World (the one in Florida) before it went live.

My daughter had the opportunity to submit an audio file to audition as the narrator for a new Walt Disney World advertising film.

(I just have no idea why they were seeking someone from Paris, France, instead of an anglophone country.)

When my then-7-year-old daughter started practicing the script aloud in her little room, filled with fluffy stuffed animals of different colors and sizes, including Simba, Minnie Mouse, and Stitch, I felt an unforgettable wave of goosebumps in my back, upper arms, and scalp.

Here’s the full script she read:

“When you’re lost,
We’ll shine a light.
When you’ve almost given up,
We’ll give you an empire to fight.
And when you’re feeling down,
Look up… there’s an elephant flying around!
So, whether you’re sad or just plain blue,
Be careful… because your dreams might come true,
In a magical world that swings, slides,
Roars, and rocket-rides your mood.
Walt Disney World.
Welcome back to being you.

(whispers VO:) That’s the power of magic.”

Wow. Welcome back to being you.

This tagline just blew my mind. 

It’s clearly the work of a team of super-experienced creatives and copywriters. What struck me was how much meaning and power they packed into a simple, punchy line.

It’s not just about welcoming visitors back to the park after the disruption of COVID-19, but also about reconnecting with that childlike wonder, imagination, and creativity that Disney is famous for. 

It’s cleverly written for kids, but the real target is parents. Especially those that are in their late 30s or 40s, who are the real consumers planning trips to Walt Disney World. 

This is MY generation—the generation that grew up watching The Little Mermaid, Aladdin, The Lion King, and Mulan during Disney’s Renaissance years in the 1990s. Now we’re parents, and this message speaks directly to us. 

It’s Disney’s way of saying, “Remember when you were a kid?”, inviting us to reconnect with our inner child. 

It’s Disney’s way of whispering, “Come here where you can relive the magic of your own forgotten dreams, sparkling innocence, and unfiltered freedom.” 

My friend, (let’s call her Jenny), who lives in the US, went back to Walt Disney World in Florida with her husband and children last year after loving the experience so much two years earlier.  (Jenny and I went to high school together in the late ’90s.)

Every time I repeat that line, “Welcome back to being you,” my throat tightens, and emotions swell up.

Because it speaks straight to that very part of my heart where it both aches and excites at the same time.

That’s why I think it’s such a striking message, perfectly aimed at the people who need to hear it most.

This is the power of great copywriting.

The success of a campaign is grounded in the brand’s clear positioning and targeting strategy. But it’s usually the copy that brings everything together.

Many people mistakenly believe branding is only about design, but design should work to amplify the message conveyed by the copy—not the other way around.

Copy is what makes your brand resonate.

Copy is what makes your brand’s message memorable.

Copy is what makes your audience, especially the right people, take action.

It’s because the human brain is a story processor and storyteller.

Think about how stories get passed down generation after generation. It’s through words, not images. Words create that deep emotional connection. If you want your brand to engage the right people, get your copy right.