Face-Off: Attack of the Cruise Line Advertisements!

December 29, 2011 | By | 4 Comments

What do Norwegians, shellphones and grizzly bears have in common? They’re all part of recently released ad campaigns from three of the industry’s most well-known cruise lines. Which takes the cake? You be the judge.
Norwegian Cruise Line‘s campaign was the first of the three to debut and marks the line’s first new television spot since 2008. It has embraced a “do as the locals do” mentality by telling viewers they can surf like Hawaiians and dine like Parisians. It also seeks to rebrand the line from NCL to, simply, Norwegian. Plus, there’s catchy music to boot.
Royal Caribbean‘s campaign, the second to air, takes a cutesy route with a fun play on words. The line’s previous “Nation of Why Not” campaign has been scrapped in favor of a shiny, new “Shellphone.” It’s fairly self explanatory: random passersby answer a ringing shell, which has the ocean — voiced by a youngish-sounding female — on the other end, urging people to visit.
This one, courtesy of resident comic cruise line Carnival, goes straight for the funny bone. The campaign demonstrates just how much more pleasant cruising can be than, say, a camping trip where you’re nearly mauled by wild animals. All we’ll say is that there’s lots of screaming.
So, you decide. Which campaign is your favorite?

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    4 Responses to “Face-Off: Attack of the Cruise Line Advertisements!”

    1. John Ruda
      January 1st, 2012 @ 12:38 pm

      They all have their pros and cons but i think Carnival is the best at grabbing attention and their signature “I Don’t Want to Work” jingle and the ship horn are memorable.

      Norwegian’s ad is the only one that feels brand specific, so they get credit for leaving the viewer thinking that the Norwegian experience is differentiated.

      Royal Caribbean plays to the workaholic who needs a release. There’s no brand integration though since Royal doesn’t have a signature jingle. This ad serves to inspire people to cruise, but doesn’t make them remember Royal Caribbean specifically.

    2. CShelly
      January 3rd, 2012 @ 3:37 pm

      While my cruising heart belongs to Carnival, and I love their new spot with the bears, the NCL ad had me a bit teary with the tag lines, the soft focused scenes and the little blue eyed girl. Wish it had been Carnival’s ad. Beautiful!

    3. CShelly
      January 3rd, 2012 @ 3:43 pm

      Yes ok she’s green eyed..but still, her face is so full of wide eyed wonder that expresses what we,(hopefully),feel when we take a cruise.

    4. Judy Donie
      January 3rd, 2012 @ 7:48 pm

      I loved the sentimentality of the Norwegian ad. I loved the music of the Norwegian ad. I did not like the screaming in the Carnival ad. The Royal Caribbean ad was easily forgotten.

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