J. Walter Thompson has launched its first work for Chessington
World of Adventures since winning the pounds 2 million account in
The campaign kills off Dr Chessington, star of the theme park’s most
recent advertising created by its former agency, Roose & Partners.
Instead, two TV commercials feature a series of vignettes which show
children and their parents enjoying special Chessington moments. The
films concentrate on promoting unique experiences of a trip to
Chessington and, in particular, support the park’s newest attraction,
The characters experience a range of emotions - from fun to terror to
embarrassment - as they try the rides.
The films are backed by a version of Ken Dodd’s chirpy ’happiness’ song,
which is sung by the children. One scene features a little girl hiding
her head in shame as her parents have fun on the ’Baby Jumbos’ ride.
Another shows a teenage boy looking terrified on the ’Rattlesnake’
Chris Welch, Chessington World of Adventures’ head of marketing, said:
’This campaign really captures the essence of what a day out at
Chessington is like.’
The campaign was created by the art director, Max Clemens, and the
copywriter, Kieran Knight. It was directed by Carl Prechezer through
Rose Hackney Barber. Media planning and buying is by Manning Gottlieb