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.