The concept is simple and based on Post Traumatic Stress Disorder; after all, being dropped like a stone for 50ft is shocking to say the least.

Also, Luna Park is the place to have fun, and this ad is fun. I love the way that everyone around the screaming woman doesn't react; thats a masterstroke of direction. The idea behind the ad is; the experience of the ride stays with you. Hopefully the experience of the ad stays with you too.