Word: mr
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...name is Mr. Six - clever, right? - and his troll-like antics may prevent you from ever setting foot in a Six Flags park, no matter how exciting that Batman ride is. He first popped up in Six Flag ads in 2004, a geriatric sideshow obviously played by a younger actor. Mr. Six dementedly shimmied to the equally annoying late-'90s dance song "We Like to Party" while in the confines of a Six Flag facility. Dressed in a floppy tuxedo and wearing black-rimmed glasses larger than most skyscraper windows, Mr. Six has a wrinkled face, a victim of makeup...
...original Mr. Six ads ran from 2004 to 2005. But when Washington Redskins owner Daniel Snyder, Six Flags' largest shareholder, won his bid to take control of the company in late 2005, he ripped the campaign. His management team soon killed the ads. "Mr. Six went on sabbatical," says Angie Vieira Barocas, senior VP of marketing and entertainment at Six Flags. "People associated him with Six Flags, but he wasn't necessarily converting people's intention to visit our parks into actual visitation." (See pictures of theme parks in China...
...revive him? "We had a lot of internal conversations about Mr. Six, and we were like, Look, he's beloved by our guests," says Vieira Barocas. "There are definitely people who are not fans of him. But he has more fans than not. And at a time when there's all sorts of uncertainty, people like the familiar and the known...
Though if Six Flags thought he had "more fans than not," it seems odd to strike the campaign in the first place. Vieira Barocas contends that the original commercials put the gyrating gnome too front and center. Now he has more of a supporting role. In the new ads, Mr. Six rates the fun of various activities on a scale of 1 to 6 flags. Throwing a baseball at your dad's crotch? "Two flags," Mr. Six chirps. Riding a Six Flags roller coaster? "Six flags," Mr. Six tells us in a voice that sounds like a cooing father...
...park? And how exactly does a creepy old man in a bow tie appeal to the kids that drive Six Flags' business? "I don't think many 11-year-olds relate to George Burns types," says Lippert. Hey, don't insult a late, great funnyman by comparing him to Mr...