Carnival Cruise Lines is switching on fun for Brits with the launch of its new multi-million pound TV advertising campaign in the UK. It’s the first ever UK TV campaign from Carnival, and the whole series of spots are based on the company’s ethos of having fun.
The ads, created by Karmarama, show British families and couples flicking a switch to be transported from mundane, everyday activities to the decks, bars and swimming pools of a Carnival cruise ship.
Narrated by comedian Peter Serafinowicz and featuring high-end special effects and stunts, the approach is unique in the travel sector.
Carnival hopes the campaign will help to further build its profile in the UK. Although it is the world’s biggest cruise line operator, with 24 ships, it is not as well-known in Britain as in the US, where the company was formed. From 2013, Carnival will have two ships in Europe for British holidaymakers: Carnival Legend, sailing to Norway and the Baltics from Dover; and Carnival Sunshine sailing the Mediterranean this summer following an extensive £100million transformation. Carnival’s other 22 ships visit destinations such as the Caribbean, Mexico and Alaska.
Adolfo Perez, Managing Director of Carnival Cruise Lines UK, says: “Our new ads are unlike anything you’ll see in the travel sector. The spots will make you laugh and think about how great it would be to be transported onto one of our floating resorts for the holiday of a lifetime.”
Sam Walker, Creative Director at Karmarama, added: "We wanted to do something that helped Carnival stand out from the usual cruise advertising conventions. The "Switch On Fun" message really sums up the Carnival experience. We felt that any ads about a fun cruise company should be fun and entertaining in themselves, tackling possible negative preconceptions of cruising in a funny, hyperbolic way."
CLIENT REPRESENTATIVE: ADOLFO PEREZ – MANAGING DIRECTOR, UK & IRELAND
CREATIVE DIRECTORS: JOE DE SOUZA & SAM WALKER
AGENCY PRODUCER: JENNY O'CONNELL
PLANNER: BEN MILLIGAN
ACCOUNT TEAM: STUART FINLAYSON / ANNA BORIEN
PRODUCTION COMPANY: BISCUIT FILMWORKS UK
DIRECTOR: JEFF LOW
PRODUCTION COMPANY PRODUCER: ORLANDO WOOD – EXEC PRODUCER / KWOK YAU – PRODUCER
DOP: DANIEL BRONKS
EDIT HOUSE: THE WHITEHOUSE
EDITOR: NICK ALLIX
POST HOUSE: THE MILL
POST PRODUCER: CHRIS BATTEN
VFX SHOOT ATTEND: ZOE HAYES
TELECINE ARTIST: SEAMUS O’KANE
FLAME LEAD ARTIST: JONATHAN WESTLEY
FLAME ASSISTANT: JOE TANG
AUDIO: OWEN GRIFFITHS AND JAMES SAUNDERS @ JUNGLE
CASTING: LOU CLOUTER CASTING & HANNAH SIMONS