JWT’s Alton Towers ad draws on ’spooky’ local legend

JWT Manchester plays on people’s fascination with the supernatural in a pounds 1.5 million campaign for the new Alton Towers ride, Hex.

JWT Manchester plays on people’s fascination with the supernatural

in a pounds 1.5 million campaign for the new Alton Towers ride, Hex.



The 30-second TV spot, which breaks next week, teases viewers with

images from the local legend which forms the basis of the ride.



The camera moves at a dizzying spin throughout the ad, mimicking the

movement of the Hex experience itself.



The spot opens with a shot of a horsedrawn coach leaving a castle. As

the camera spins, the picture changes to a mysterious woman dancing

around in a trance, then to a tree with chains hanging from its

branches, and finally to a disused medieval vault into which a

modern-day archaeologist is forcing his way.



The camera then zooms in towards the Hex logo, which is glimpsed through

the remains of a ruined wall, and the ad closes with the line: ’A ride

that ends on the other side - Hex, just unearthed at Alton Towers.’



The ads are based on a legendary curse visited on the 15th century Earl

of Shrewsbury. After the Earl refused her money, a local witch decreed

that for every branch that fell from the village oak tree, one of his

family would die. The branches were subsequently chained to the tree by

the terrified family.



The spot will run on national and satellite channels until the end of

April, supported by a shorter ten-second execution and a national radio

campaign which breaks on 3 April.



The commercials were written by Jon Platt and directed by Doug Foster

for Blink Production. The art director was Chris Gaffrey. Media planning

and buying are by Manning Gottlieb Media.



Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).