On March 15, during the Academy Awards on its network ABC in the US, Disney Cruise Line premiered an emotional and uplifting new ad campaign showing how even the simplest moments on a Disney vacation can grow into lifelong memories and treasured family traditions.

The spot, dubbed ‘Midnight Magic’, follows a father and son as they share a quiet ritual aboard a Disney ship, tracing their relationship across the years, from childhood to adulthood and into grandparenthood. Fair warning: keep a tissue handy because it’s a tear-jerker (in all the best ways), a media statement from Disney stated.

“Disney has brought families closer together for generations,” said Asad Ayaz, Chief Marketing and Brand Officer, The Walt Disney Company, “This campaign embodies what guests tell us time and again: that the Disney experiences they cherish most are the ones spent with the people they love. We’re grateful to make that kind of Disney magic a reality.”

The creative team behind this short film drew inspiration from how Disney creates moments of real connection, sometimes in moments of grandeur and sometimes in the quiet moments they share as a family. In the ad’s story, those quieter moments take place during a night-time stroll on a Disney cruise, when the ship feels like one’s alone.

The campaign highlights Disney’s unique ability to touch lives, build meaningful connections and create happiness — not just through attractions, shows and amenities, but in the time spent with each other. The idea of a Disney cruise becoming a family tradition came straight from longtime fans and repeat guests, thre Disney statement added.

The spot arrives during an exciting period of growth for Disney Cruise Line. Five new ships are planned by 2031, bringing the fleet to a total of 13 ships worldwide. That expansion includes the recent launch of Disney Destiny in Fort Lauderdale, Florida, and the debut of Disney Adventure in Singapore earlier this month as the cruise line’s first ship in Asia wehre entertainment has been voiced also by Bollywood superstar Shah Rukh Khan.