Disney refers to the campaign as "What's Next?" in reference to the commercial's usual format, which has the star appear to be answering a question posed by an unseen narrator-"What are you going to do next?"-after
Typically the star records two versions of the commercial-one for each phrase-so that the ads can be broadcast in different American media markets to strategically promote either the Walt Disney World Resort in Florida or the Disneyland Resort in California.