Alton Towers has begun advertising its new roller coaster, The Smiler, on television ahead of its opening day on May 23, 2013.
The Smiler, which was originally due to open in March, has already been previewed to select members of the media. While it has suffered from the usual teething problems expected for a new coaster - including breaking down for 30 minutes during the media day - the ride has been successfully tested and is ready for its debut.
The Smiler's circuit packs in a record-breaking 14 inversions, as well as a host of special effects designed to confuse and disorientate riders. The advert below is reminiscent of the original TV ads for Oblivion, with an unsuspecting rider sitting alongside a slightly unhinged man who has already been "marmalised" by the coaster.
Here's the Oblivion ad for comparison:
The Smiler, which had previously been known by its codename of "SW7", has been installed at a cost of some £18 million. Its circuit features two lift hills and is located alongside the existing Oblivion roller coaster in the X-Sector area.
If you're planning a visit to ride The Smiler, check out our Alton Towers deals pages for all the latest special offers and discounts.
For more details of Alton Towers' new addition for 2013, see Theme Park Tourist's detailed breakdown of The Smiler plans.
You can keep up to date with the latest confirmed and rumored opening dates for new attractions through Theme Park Tourist's "New Attraction Watch" section, and by signing up for our weekly newsletter.