Mr. Six returns in his first Six Flags campaign in 14 years

Six Flags is bringing back its spokescharacter Mr. Six for a new campaign 20 years after his debut—and 14 years after his most recent appearance in brand advertising for the amusement park chain. A minute-long spot from The Infinite Agency in Dallas, the agency of record for Six Flags since last year, features Mr. Six dancing to his favorite song: “We Like to Party” by the Vengaboys. Ad Age Creativity Bookmark our section covering the best in brand creativity every day Read more here But his impressive dance moves are cut short, as he is unceremoniously run over by a bus—a grim turn of events that suits the real purpose of the ad: to promote Fright Fest, the park’s annual horror-themed festivities returning in September. Tim McCarthy, creative director at The Infinite Agency, told Ad Age the time was right to revive the iconic character—with advertising ramping up for Fright Fest and Six Flags finalizing its merger with fellow amusement park chain Cedar Fair. “It was clear that nostalgia for the iconic character still lingers around the brand,” McCarthy said. “So it was only a matter of time until we brought him back in a fun, relevant way.” Mr. Six’s bus injuries were apparently not fatal, as he is seen twitching on the ground at the end of the spot, leaving the door open for more appearances in future ads. “The announcement of this year’s Fright Fest lineup was the perfect opportunity to give true fans a teaser of what could follow,” McCarthy said. “We knew the Vengaboys song and iconic character would be a calling card for millennial moms and dads who experienced the brand in their youth,” said Jonathan Ogle, founder and principal of The Infinite Agency. “Now we are using these characters to share with the next generation and draw them in for the scariest event of the year.” A polarizing character Mr. Six was introduced in 2004 in advertising from agency Doner. The character quickly struck a chord in pop culture, though reaction to him was always mixed. Once described in Ad Age as resembling “a zombie who’s been dipping into ecstasy,” the character didn’t boost attendance at Six Flags even in his heyday, as the company struggled financially and eventually filed for bankruptcy in 2009. The character was retired from advertising in late 2005, but did return briefly in 2009-2010. Six Flags had been hinting about his return since March of this year, when an Instagram post featured the Vengaboys song and the line, “The party has just begun.” Ad Age Creativity Bookmark our section covering the best in brand creativity every day Read more here As a brand asset, Mr. Six generated huge awareness from the beginning, which 20 years later has morphed into a nostalgia play. A new and improved Fright Fest For Fright Fest, timed to Halloween season from late September to early November, Six Flags has partnered with a number of horror properties in entertainment, including Lionsgate and Twisted Pictures’ “Saw” franchise, Netflix’s “Stranger Things” and “Army of the Dead,” Warner Bros. Discovery’s “The Conjuring,” “Annabelle” and “The Nun,” and Legendary Entertainment’s “Trick ’r Treat.” In addition, guests at Six Flags Great Adventure in New Jersey will be treated to a new experience from Legendary Entertainment’s “Texas Chainsaw Massacre,” and visitors to Six Flags Mexico will have access to a special exclusive maze based on the DC Comics universe. “For over 30 years, Fright Fest has been haunting the thrills-and-chills season like no other, and this year we are turning things upside down with a huge array of amazing horror franchises,” said Edithann Ramey, “chief fright officer” of Six Flags. “We take pride in offering the best experiences and are committed to innovating our parks each and every year to provide the most frightful memories for our guests.”

Mr. Six returns in his first Six Flags campaign in 14 years

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