Hmmm I actually really liked the advert. I didn't want it to be too sinister as that's not what this ride's about, it's a sort of quirky fun sinister advert. I agree with Josh in the sense that they should have used the laughing version of the Towers theme, but I can see why they stuck with the original. Most people don't watch adverts and they're looking down at their phones etc, so continuously using a well known track for a brand is good marketing as people will hear that and think "OH ALTON TOWERS" and look up at the screen. Very good advert though!
One other little thing about this, us enthusiasts know it's all about the marmalisation etc but I wonder how many of the general public will get the story line? Let's just hope they go down the Oblivion route and use very very very good queue-line videos to get the story line out there!