Directed by Nez of Pulse Films for London agency Hometown, this TV commercial captures the true-to-life moments and destinations of a Royal Caribbean holiday, challenging perceptions that cruising is “one size fits all.” It features a mixture of both vibrant and tranquil moments and sounds, including crickets on the beach, church bells, a child’s laughter as well as the sound of a waterfall. The campaign looks to encapsulate the holiday sensation, transporting people back to their favorite holiday moments, inspiring them to create new holiday memories and ultimately, making viewers consider a cruise holiday.
Part of the “Where Extraordinary Happens” campaign, the spot showcases real moments in extraordinary places around the world, including Lanzarote and Barcelona.
The initial concept for the commercial was derived from consumer insights2, with 74% of consumers saying that the opportunity to visit multiple destinations was the biggest incentive to book a cruise holiday. It also brings to life the brand’s ‘Where Extraordinary Happens’ positioning, via a compass and destination co-ordinates.
Simon Labbett, executive creative director and founder of Hometown, said, “This isn’t a high octane, in-your-face piece of film – this is observational, inviting and beautiful. We wanted to capture the essence of being on holiday and for viewers to feel immersed in the destination, seeing the sights and hearing the sounds first hand. This is all about escapism and creating memories, giving people a moment of calm over the busy Christmas period.”
