Reminder: Disney is still a magic merchant

Disney's 'Once a Princess, Always a Princess' shows its mastery of childhood magic.

Disney’s output of late might not be hitting Lion King and Bambi levels of heart tugging, but its ads are carrying the torch.

Recent work such as this stunning Christmas ad, had us masking our tears with an onion chopper, while another holiday short succeeded in upping its pathos-mining power. 

Disney, of course, is in the business of selling magic, but its latest collaboration with Fallon and director Alex Prager argues that the real magic is found in the friends you make along the way (stifles tear).

Created for World Princess Week, 'Once a Princess, Always a Princess' follows two young girls who reconnect through imagination.

A folded paper bird carrying an invitation to "play princesses together" triggers a journey through handcrafted fantasy worlds inspired by Disney's most iconic stories.

These nostalgic references are a mainstay across its recent ad work, and sure enough, we see magic carpets fly, candy floss clouds drift by, and mermaids emerging from handcrafted oceans.

The film uses handcrafted castles, puppetry, painted backdrops and practical effects rather than digital spectacle. A 56-piece orchestra provides the score.

Prager said: "One of the things that drew me to making the Disney Princess film is that, at its heart, it's about relationships and human connection."

Fallon's chief creative officer Leslie Shaffer, meanwhile, alluded to how Disney provides "a shared language that instantly, and sometimes permanently, connects people."

The film feels like another quiet rebellion against the algorithmic age due to its embrace of physical craft. 

We’re reminded then, that imagination has always been Disney's greatest special effect.