By Michael Feeley | Founder and chief exec

June 3, 2019 | 2 min read

Having an entire theme park to themselves for the day is normally the preserve of A-list celebrities, but the team from snack foods brand Mug Shot experienced the thrill for themselves while shooting for its latest ad at Alton Towers.

The Leith Agency and Chief created the 10-second ‘Scream’ ad, which is released today. Directed by Chief’s Ben Tonge, and written by Colin Montgomery and Vinnie Walsh, the ad highlights the frustration that many parents feel during the endless summer holidays, trying to keep the kids entertained. To help remedy this, Mug Shot are offering 2-for-1 entry into Alton Towers with every Mug Shot sachet.

Debbie Shinton, account director at Leith commented: "We’re delighted to launch the fourth in our series of TV commercials for Mug Shot. Right from the start, it’s been a real collaborative effort between the team at Mug Shot, Leith, director Ben Tonge, Chief and the talent to create this impactful and effective campaign."

Producer Tess Hamilton added: "I’m always excited to get a script in for this campaign, to see where we are going next with the characters. In this instance because we only had 10-seconds, we relied on match cutting to save valuable seconds – it’s a technique Ben (Tonge) has a lot of experience with and we are really happy with the result."

Established in 2005, Chief have produced over 1000 films and have grown to become one of the largest independent production companies in the country. With 7000 sq. ft. studio, permanent crew and full in-house post facilities.

The latest Mug Shot ad airs from today, along with the original 30-second brand ads, across Scotland, the North of England and the Midlands.

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