The 30-second commercial, the attraction's first TV work since Heresy took over the account from DDB London in November 2003, follows a family visiting the museum. Each member of the family is shown experiencing the different features of the interactive exhibition. The girl dances with Spears along with live dancers on stage while the boy kicks a ball like Wilkinson and tries out for the England squad with Sven Goran-Eriksson, Michael Owen and David Beckham.
At the end of the ad, the father has become fixated by the Spears dummy, and has to be removed by a security guard.
Angela Walker, an account director at Heresy, said: "Madame Tussauds has gone through a revolution in the past two years - from static waxworks to a totally interactive experience."
Paul Moreton, the head of marketing at Madame Tussauds, said: "After two years of huge unprecedented PR coverage of the changes at Madame Tussauds, we believe the time is right to extend our communication on to TV, carefully targeting the London and South East family market."
The ad was written by Chas Bayfield and directed by Tim Kirkby through Godman.
Media planning and buying was through Carat. The commercial will air on terrestrial and satellite TV channels in the South East of England for three weeks during the Easter holiday period.