Six Flags is doubling down on fun in its latest ad campaign. The theme park giant introduces a no-nonsense 'Funsultant,' a fictional character whose full-time job is ensuring every inch of the park delivers maximum joy. With an expressionless face and clipboard in hand, she audits rides, snacks, and smiling guests with the gravitas of a secret agent -- but make no mistake, she’s 'overcome with joy' on the inside.
Launched under the new brand platform 'We’re Serious About Fun,' the campaign highlights the meticulous behind-the-scenes work that powers rollercoaster thrills and churro-filled adventures. Created by TMA and coinciding with the recent Six Flags–Cedar Fair merger, the campaign spans across regional parks and includes spots airing during high-traffic events like the NBA Playoffs and NFL Draft.
Image Credit: Six Flags
What Makes This Trend Stand Out
- Personification in Advertising
- Integrating memorable fictional characters like the 'Funsultant' in campaigns captures consumer attention and humanizes brand messages.
- Serious Humor Campaigns
- Brands are increasingly adopting humor-driven but earnest advertising strategies to communicate their commitment to quality and fun.
- Integration with Live Events
- Advertising campaigns timed with major live events leverage high viewership and increase brand visibility among diverse audiences.
Sectors Adopting This
- Theme Parks
- The highly competitive theme park industry benefits from unique advertising concepts that emphasize joyful customer experiences.
- Advertising Agencies
- Creative agencies are challenged to develop innovative campaigns that blend humor with a brand's core values to engage audiences effectively.
- Media and Entertainment
- Partnerships between entertainment venues and media events create opportunities for impactful cross-promotional marketing strategies.
