This is a unique tack to take – a teaser that’s almost all “making-of,” in a way that probably won’t do a lot for the kids the film will primarily target, but presumably hit the G-spot for middle-aged nerds who bitch about CG.
It also seems to me that they’re ever so slightly trying to bait the religious right, showing a same-sex family in the first teaser, and now using a song that traditionally refers to God in reference to the makers of a film. It’s not entirely inappropriate – the Laika folks did make this entire world by hand and are omnipotent over it. Still, I can’t help but think they’re hoping for a little outrage to stir things up.
Also, I really want to see this.