Disney Cruise Line launched a new ad campaign named “Midnight Magic” on March 15.

According to a press release, the ad, which debuted during the Academy Awards on ABC, shows how moments on a Disney vacation can become lifelong memories and family traditions.

The video follows a father and son during a nighttime stroll on a Disney cruise, tracing their relationship 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 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.”

Disney said the team behind the short film drew inspiration from how the company creates moments of real connection, sometimes in moments of grandeur and sometimes in the quiet moments they share as a family.

The film highlights its ability to build connections and create happiness, not just through attractions, shows and amenities, but in the time spent with each other, according to the press release.

In related news, the company recently christened the Disney Adventure in Singapore, marking the cruise line’s first vessel to sail in Southeast Asia.