Carnival Corp. posts ad concepts for consumers to vote on

By Tom Stieghorst

Carnival Corp. has posted six ad concepts for its next marketing campaign, with tools for consumers to vote for the one or ones they like best.
The ad ideas are featured on the revamped WorldsLeadingCruiseLines.com website, along with a new tool to help consumers sort out what kind of cruiser they are and information about Carnival’s various brands.

Each ad concept runs about 90 seconds, including a 20-second introduction by comedian Cedric the Entertainer. The concepts are presented like advertising storyboards, black-and-white sketches accompanied by narration and sometimes background music.

In one, entitled “Unicorn,” a pair of unicorns watch other animals getting on the boat as it starts to rain. The unicorns run through the reasons not to go — too crowded, boring, bad food. The viewer sees scenes of other animals living it up on the ship. The narrator calls the unicorns “clueless,” and says “they think the rain is letting up but we know better.”

Another ad, “Cruise Virgin,” is full of light sexual double entendre and seems tailor-made for a Carnival Cruise Lines audience. "No Robots” turns the obstacles to enjoying a cruise into a series of annoying, intrusive robots.

Coincidentally, Carnival rival Royal Caribbean International features a pair of robot bartenders on its newest ship, Quantum of the Seas.

“Message In A Bottle” and “Getaway” seem to embody some of the themes of Princess Cruises’ current campaign, “Come Back New,” that plays on emotional connections.

In “Message in a Bottle” a fairy tale atmosphere prevails in which the narrator remarks “I can’t believe this is a cruise ship.” A young girl finds a message in a bottle and magical things happen, such as “people become young with a touch” voiced against an image of a massage.

“Getaway” speaks to the need to escape the stresses of life, get away and connect with what matters. Everyday life is represented by a mob of angry, noisy people trying to prevent a cruise ship from sailing, while onboard everything is soothing and relaxed, a playground of oblivious people reconnecting with themselves and loved ones.

The final ad, “Mystery Spot” shows and describes the wake of a cruise ship in lyrical terms. A vaguely Hawaiian melody plays in the background. The narrator says there is a big surprise hidden in the spot. “Let your imagination take over. Check it out,” he says.

Carnival says it will use audience input to pick which of the six concepts will be turned into a first quarter digital and television ad campaign for the company’s nine brands.