Amid 7,000 layoffs plan, Disney slammed for $7 million Super Bowl ad

Bob Iger stepped down as Disney CEO in 2020 but returned to the role in November 2022.

The flood of advertisements is among the most talked-about parts of Super Bowl every year. And this year was no different with American television’s most-watched event of the year being heavy on ads with celebrities such as Ben Affleck, Jennifer Lopez, Ozzy Osbourne, Matt Damon, Maya Rudolph, Martha Stewart and “Breaking Bad” cast members. However, Disney’s ad celebrating its 100th anniversary did not go down well with a large section of the internet which slammed the company for spending millions of dollars for a short commercial days after announcing that it is planning to lay off 7,000 employees.

Walt Disney Co had, earlier this month, announced a sweeping restructuring under recently reinstated CEO Bob Iger, cutting 7,000 jobs as part of an effort to save $5.5 billion in costs and make its streaming business profitable. The layoffs represent an estimated 3.6 per cent of Disney's global workforce.

A 30-second commercial during Super Bowl reportedly costs over $7 million. Disney’s ad features characters like Mickey Mouse, Mary Poppins and Rey from the “Star Wars”.

“Today I want to share this video, which celebrates the @WaltDisneyCo's 100 year milestone. We are enormously grateful to our storytellers, our cast members and our fans. Thank you and enjoy,” Iger had tweeted, sharing a video of the ad.

Today I want to share this video, which celebrates the @WaltDisneyCo's 100 year milestone. We are enormously grateful to our storytellers, our cast members and our fans. Thank you and enjoy. #Disney100 pic.twitter.com/LowCx9t2Iv

— Robert Iger (@RobertIger) February 12, 2023

Twitter was quick to call out Disney for announcing the mass job cuts while it celebrated 100 years of the company with a Super Bowl ad.

Disney paid for that ad with those 7000 layoffs

— Faceless Man (@Topher_Jones) February 13, 2023

“As I watch this Disney ad...I almost forget that they are going to lay off 7,000 people. Is that because they lost the ‘magic’?” Twitter user Jerry Hanlon tweeted.

As I watch this Disney ad...I almost forget that they are going to layoff 7,000 people. Is that because they lost the "magic"?

— Jerry Hanlon (@JerryHanlon) February 13, 2023

I love that Disney ad BUUUTTT it hits differently when you remember they just had 7000 layoffs.

— Kyle Nuss (@KDN1692) February 13, 2023

“I’m sorry. Did Disney just thank their workers in a Super Bowl ad right after announcing 7,000 layoffs? Feels like a direct response to @abigaildisney’s film,” Sabrina Cartan said in a Twitter thread.

Disney is the latest media company to announce job cuts in response to slowing subscriber growth and increased competition for streaming viewers. Disney said it planned to cut $2.5 billion in sales and general administrative expenses and other operating costs, an effort that is already under way. Another $3 billion in savings would come from reductions in non-sports content, including the layoffs.