Another clip from former Disney CEO Michael Eisner’s interview on In Depth with Graham Bensinger includes Eisner and his wife Jane discussing her role in the famous “I’m going to Disney World!” Super Bowl ad campaign.

Jane Eisner and “I’m Going to Disneyland!”

“My great marketing moment,” Jane said a little sarcastically when Bensinger brought up the phrase. As she and Michael explained, the phrase came up when they were dining with pilots Dick Rutan and Jeana Yeager, as well as George Lucas, Roy E. Disney, and Roy’s then-wife Patty. As Eisner has previously recounted, this was during the January 1987 grand opening for Star Tours at Disneyland.

Just a few weeks earlier, Rutan and Yeager had piloted the first aircraft to fly around the world without stopping or refueling. When asked what they were going to do next, Rutan said, “Well look at me, I’m at Disneyland.”

“A lightbulb went off in my head,” explained Jane. “And [Michael] went into action.”

“We had made a decision that it had to be at the moment the game ended,” Eisner explained. “‘Now that you’ve won the Super Bowl and are the most valuable player, what are you going to do next?’ Two things they had to say before they did anything else: ‘I’m going to Disneyland’ / ‘I’m going to Walt Disney World.’ The NFL agreed. We paid the player $35,000 for that.”

On January 25, 1987, the first “I’m going to Disney World!” commercial aired, starring New York Giants quarterback Phil Simms immediately after winning Super Bowl XXI. Frequently, the players have recorded two versions, saying both “Disneyland” and “Disney World” to air in different markets.

“That first one was a giant hit,” Jane explained. “Everyone was talking about it.”

Eventually, the players were invited to Disneyland or Disney World for cavalcade appearances. Most recently, Kenneth Walker III and Sam Darnold of the Seattle Seahawks visited Disneyland following their Super Bowl LX win. Watch their version of the “I’m going to Disneyland!” commercial below.

Watch the full video with Michael and Jane Eisner below.

Other stories that have come out of Eisner’s interview with Bensinger include his visit to Disney headquarters for the first time in 20 years, his critique of modern theme park prices, his explanation for why he backed Indiana Jones, and his thoughts on ABC’s settlement with President Trump.

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