TBWA\MCR has revealed its work on a TV advert, in partnership with Sony Pictures, to introduce ‘the world’s first’ Jumanji theme park ride at Gardaland, Italy.
Italy’s Gardaland Resort, part of Merlin Entertainments which TBWA\MCR has worked with since 2013, has teamed up with Sony Pictures Entertainment to extend the Jumanji brand through a range of theme park experiences and themed hotel bedrooms.
TBWA\MCR worked with Italian director Dario Piana on the 30” and 15” TV adverts to capture the Jumanji jungle theme.
The theme park ride, called Jumanji: The Adventure, has recently opened with the TV commercial going live over the Easter period across all major Italian network stations.
Marketing Director, Luca Marigo said: “We are delighted that the ad encompasses the world’s first Jumanji themed dark ride attraction theme and features, to entice families and teenagers, both domestic and international to return to Gardaland. Visitors are in for a one-of-a-kind ride experience.”
Lisa Nichols, Executive Creative Director of TBWA\MCR, added: “Jumanji is a hugely successful brand, so it was fantastic to get the opportunity to bring the Jumanji attraction to life, consolidating Gardaland’s image as the kingdom of adventure and fantasy for all ages.”
