Disney’s new holiday short never shows its star. Jack, a boy who thinks he has outgrown Christmas, finds an invisible horse. The only proof it exists is hoofprints in the snow and objects moving around him. “The Invisible Horse” leads Disney’s global “Make the Holidays Magic” campaign.
A Horse Made of Hoofprints
The three-minute live-action film opens on a snowy farmhouse. Hoofprints appear in the snow with nothing above them, and a clump of grass lifts off the ground as the creature approaches Jack.
Jack puts on a cowboy hat and decides the horse is real. His friends at school laugh at him. Then the story takes a heartfelt turn as the creature pulls him into an adventure that revives his imagination and brings him closer to his family.
The horse is shown only through physical effects. Disney never animates it or reveals it. The audience has to believe in it the same way Jack does.
Woody, Elsa and a 1973 Song
The film includes cameos from Woody of Toy Story and Elsa of Frozen. The soundtrack is an updated version of “Oo-De-Lally” from Disney’s 1973 film Robin Hood.
Lee Jury, senior vice president of marketing for Europe, the Middle East and Africa at Disney, called the film “emotionally rich, visually inventive and full of warmth.”
A Director Who Knows Christmas Ads
Dougal Wilson directed the short. He made the film Paddington in Peru and some of Britain’s best-known Christmas ads, including John Lewis’s “The Long Wait,” “Monty the Penguin” and “Buster the Boxer.” He also directed the viral Three ad featuring a dancing Shetland pony.
Wilson takes over from Taika Waititi, who directed the previous two Disney holiday shorts, “The Boy & The Octopus” and “Best Christmas Ever.” This is the third straight Disney holiday short made with agency adam&eve\TBWA.
One Campaign Across All of Disney
The short is the centrepiece of “Make the Holidays Magic,” which links Disney’s parks, streaming, TV, products and charity work under one holiday message.
The parks join with seasonal events, including Mickey’s Very Merry Christmas Party at Walt Disney World, Disney Enchanted Christmas at World of Frozen in Disneyland Paris and “Toys Wondrous Christmas!” at Tokyo Disney Resort. Disney+ and Hulu carry holiday films and new specials, ABC airs holiday programming, and Freeform runs its 25 Days of Christmas from December 1.
“This season, we’re bringing the best of Disney together to give families more ways to make the holidays magic,” said Asad Ayaz, chief marketing and brand officer at The Walt Disney Company.
Giving Back Through the Season
The campaign works with Make-A-Wish, Blue Star Families and Toys for Tots to grant holiday wishes, create moments for military families and deliver toys to children. Fans can donate to Make-A-Wish or give a toy to Toys for Tots through Disney.com/HolidayMagic or at the Disney Store.
Where to Watch
“The Invisible Horse” premiered on November 9 on Disney+ and Disney’s YouTube channel, and it is shared across Disney’s social channels.
The film’s biggest effect is one nobody sees. Disney asks viewers to believe in a horse they cannot see, the same way the season asks them to believe in magic.
Campaign Name: Make the Holidays Magic (“A Disney Holiday Short: The Invisible Horse”)
Agency Name: adam&eve\TBWA
Brand Name: Disney (The Walt Disney Company)
Location: Global
