Creative impulse

Switching their attention from print to broadcast work, Madame Tussaud'swill be running a new ad campaign in cinemas into the summer months. The 60-second film personifies a selection of the famous people on display in the wax museum as candles: Pavarotti, for example, is represented by a fat, purple candle, while Hugh Grant appears as a single white candle - covered in pink lipstick kisses (see right).

The client: Madame Tussaud's

Nancy Mitchell, marketing manager

Most of our advertising has to appeal to both our domestic and overseas visitors, so in the past we have focused on outdoor media to catch commuters and travellers to London. With this new campaign we are seeking to appeal specifically to the domestic market. We went for cinema advertising because of its younger profile; it's the 16-34 age group we wish to target.

Most of our visitors are young adult pairs, which you might find surprising. What we are hoping is that they will enjoy their visit and will come back when they're older with their kids. What our research has found is that, even though everybody knows Madame Tussaud's, many tend to have visited once when they were young but haven't returned recently.

The agency: J Walter Thompson

Sabine Richards, account director

Londoners think that Madame Tussaud's is a bit boring - a tourist trap. People see the queues and think it's the sort of place they can put off. This latest campaign was designed to appeal specifically to Londoners, and could be more sophisticated than the ads we run on the Underground because we didn't have the problem of the language barrier that we have to address in appealing to foreign visitors. We were aiming to show that it's got a sense of humour.

It's very difficult to make film ads for Madame Tussaud's because the portraits just don't film well. The figures just look uninteresting. Whereas when you visit you can touch them and see how big or small they are compared to you. That's why we made the connection to wax through candles.

We wanted to show a broad range of people, to reflect the breadth of Madame Tussaud's, but had to go for people with physical personality traits that could be shown in this way. We've had a number of reports that the ad is meeting with spontaneous applause, which means it's going down well.

Start your day with The Independent, sign up for daily news emails
  • Get to the point
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs Media

Ashdown Group: Marketing Executive - Urgent Requirement - Central Manchester

£20000 - £23000 per annum + 20 days holidays & pension: Ashdown Group: Marketi...

Ashdown Group: Trainee Consultant - Surrey/ South West London

£22000 per annum + pension,bonus,career progression: Ashdown Group: An establi...

Ashdown Group: Trainee Consultant - Surrey / South West London

£22000 per annum + pension,bonus,career progression: Ashdown Group: An establi...

Guru Careers: Social Media Executive / SEO Executive

£20 - 25K + Benefits: Guru Careers: We are seeking an experienced Social Media...

Day In a Page

Major medical journal Lancet under attack for 'extremist hate propaganda' over its coverage of the Israeli-Palestinian conflict

Lancet accused of 'anti-Israel hate propaganda' over coverage of Gaza conflict

Threat to free speech as publishers of renowned medical journal are accused of inciting hatred and violence
General Election 2015: Tories and Lib Dems throw their star names west to grab votes

All noisy on the Lib Dems' western front

The party has deployed its big guns in Cornwall to save its seats there. Simon Usborne heads to the heart of the battle
How Etsy became a crafty little earner: The online market has been floated for £1.2bn, but can craft and capitalism coexist?

How Etsy became a crafty little earner

The online market has been floated for £1.2bn, but can craft and capitalism coexist?
Guy Ritchie is the latest filmmaker to tackle King Arthur - one of our most versatile heroes

King Arthur is inspiring Guy Ritchie

Raluca Radulescu explains why his many permutations - from folk hero to chick-lit hunk - never cease to fascinate
Apple Watch: Will it live up to expectations for the man or woman on the street?

Apple Watch: Will it live up to expectations?

The Apple Watch has apparently sold millions even before its launch tomorrow
Don't fear the artichoke: it's a good cook's staple, with more choice than you'd think

Don't fear the artichoke

Artichokes are scary - they've got spikes and hairy bits, and British cooks tend to give them a wide berth. But they're an essential and delicious part of Italian cuisine
11 best men's socks

11 best men's socks

Make a statement with your accessories, starting from the bottom up
Paul Scholes column: Eden Hazard would be my Player of the Year – but I wonder if he has that appetite for goals of Messi or Ronaldo

Paul Scholes column

Hazard would be my Player of the Year – but I wonder if he has that appetite for goals of Messi or Ronaldo
Frank Warren: Tyson Fury will be closely watching Wladimir Klitschko... when he wins it'll be time to do a deal

Frank Warren's Ringside

Tyson Fury will be closely watching Wladimir Klitschko... when he wins it'll be time to do a deal
London Marathon 2015: Kenya's brothers in arms Wilson Kipsang and Dennis Kimetto ready to take on world

Kenya's brothers in arms take on world

Last year Wilson Kipsang had his marathon record taken off him by training partner and friend Dennis Kimetto. They talk about facing off in the London Marathon
Natalie Bennett interview: I've lost track of the last time I saw my Dad but it's not because I refuse to fly

Natalie Bennett interview: I've lost track of the last time I saw my Dad

Green leader prefers to stay clear of her 'painful' family memories but is more open about 'utterly unreasonable' personal attacks
Syria conflict: Khorasan return with a fresh influx of fighters awaiting the order to start 'shooting the birds'

Khorasan is back in Syria

America said these al-Qaeda militants were bombed out of the country last year - but Kim Sengupta hears a different story
General Election 2015: Is William Cash the man to woo Warwickshire North for Ukip?

On the campaign trail with Ukip

Is William Cash the man to woo Warwickshire North?
Four rival Robin Hood movies get Hollywood go-head - and Friar Tuck will become a superhero

Expect a rush on men's tights

Studios line up four Robin Hoods productions
Peter Kay's Car Share: BBC show is the comedian's first TV sitcom in a decade

In the driving seat: Peter Kay

Car Share is the comedian's first TV sitcom in a decade. The programme's co-creator Paul Coleman reveals the challenges of getting the show on the road