The Full Wax

We have partnered with Merlin Entertainments since 2019 across brands including Madame Tussauds, Chessington, and the lastminute.com London Eye.

Alongside working with Madame Tussauds on strategy and tone and voice, we developed and produced a primetime documentary for and fully funded by ITV. For the first time in its long history, the iconic attraction opened its doors to Parable to make an exclusive, behind-the-scenes film, 'The Full Wax', which aired on ITV1 in the run up to Christmas 2021. The film offered a fascinating insight into the craft of Madame Tussauds, as well as positioning the brand as a modern-day barometer of fame.