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Back in 2002, the release of “Lilo & Stitch” introduced an unprecedented marketing strategy. Instead of typical previews, ads would start like classic movie trailers… only to be unexpectedly interrupted by Stitch’s appearance on screen. This innovative approach proved highly effective and continues to resonate with audiences even today.

Initially, turning that seed of an idea into reality proved quite a challenge for me. As the director of (and voice of Stitch!), Chris Sanders shared this recently. His initial thought – “What if we had a TV commercial that started like The Lion King, but instead of Baby Simba being held up, it’s Stitch?” – was met with instructions to bring it to the Disney advertising team.

As a cinephile, I must say that moment was tense. I recall one executive, Sanders, seemed less than thrilled to see us there. But I pressed on, presented my pitch, and thankfully, it paid off. Stitch got the green light to revamp a plethora of classic Disney films. And let me tell you, I had faith in this venture because of Disney’s immense influence in the entertainment industry.

Perhaps you viewed Disney movies as somewhat cheesy, thinking they were no longer appealing to you. However, when this particular character enters the scene, it might just pique your curiosity. On the flip side, if you’re still deeply enamored with Disney and have the TV tuned to another room playing Beauty and the Beast or any other classic tune, you’d probably rush in to see what’s going on. And there you might be surprised to find this tiny character disrupting your beloved scene, sparking your own curiosity as well.

Some individuals at Disney weren’t particularly pleased when they felt their work was being disregarded. As Sanders recounted, “They removed The Lion King from our care, and understandably, that film is held in high regard. They were not thrilled about entrusting these items to us.” Sanders, who had worked on The Lion King, joked, “As for me, I’ve got it safe here. If there’s a coffee stain on this material, it could very well have been my coffee!

The Disney Actors Weren’t Happy

Speaking as a movie enthusiast, I must say that working with the original actors from beloved Disney classics was a privilege, yet not without its challenges. “Each one of them was proficient and cordial, but I can’t help but feel they weren’t entirely comfortable with our plans,” I recall saying. “These roles are deeply ingrained in their identities, so the narrative we were crafting held significant weight for them. I remember the actor who voiced Aladdin vividly; he was taken aback when we proposed the idea of Jasmine leaving him for Stitch. There was a moment of silence, and then he asked, ‘She leaves with him?!’ We tried to reassure him that it wasn’t real, just an advertisement, but his response didn’t suggest he was entirely on board.

Paige O’Hara struggled to grasp the situation. She was expected to express anger as Belle when confronted with the mysterious blue creature, but she couldn’t comprehend the dynamic between her character and this intruder. When asked to record the line “I’ll be in my room,” she delivered it cheerfully, causing us to suggest that she should try conveying a hint of frustration or anger instead. After multiple attempts, we finally encouraged her to give it a try with some anger, and she nailed it.

As a movie buff, I must admit that the enigmatic Stitch advertisements left many Disney fans scratching their heads. However, it’s undeniable that the strategy paid off. Now, I can’t help but wonder if similar creative campaigns could have added an extra dash of excitement for other Disney releases.

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2025-05-24 21:54