Disney Cruise Line premiered an emotional new ad campaign showing how simple moments can grow into lifelong memories and treasured family traditions.

The "Midnight Magic" spot debuted during the Academy Awards Sunday night, following a father and son as they share a quiet ritual aboard a Disney ship. It traces their relationship across the years, from childhood to adulthood and into grandparenthood.

“Disney has brought families closer together for generations,” said Asad Ayaz, chief marketing and brand officer, The Walt Disney Co. “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 real connection, sometimes in moments of grandeur and sometimes in the quiet moments shared as a family. In the ad’s story, those quieter moments take place during a nighttime stroll on a Disney cruise, when the ship feels like theirs alone.

The campaign highlights Disney’s 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.

The spot arrives during a period of rapid growth for Disney Cruise Line, with five additional ships scheduled through 2031, making for a fleetwide total of 13.