It’s that time of year when thoughts turn to sunshine and vacations and Carnival Cruises is investing in a media campaign to persuade us to have a vacation on board one of its luxury liners.
A Carnival spokesperson told Metro: “The objective of the spots is to bring to life the Carnival experience for cruise rookies, aka people who have never cruised before. The first spot to air, ‘Different,’ showcases the fun on a Carnival cruise through the eyes of a teenage daughter. All the new work retains the brand’s existing ‘Fun for All. All for Fun.’ tagline and the song ‘Bang the Drum’ by Todd Rundgren.”
In the first TV ad — pictured, right — by the Arnold agency, a teenage girl’s father lets loose while on a Carnival Cruise Lines vacation. He wears shorts, goes offline for days and bursts her bubble, literally. The daughter comes across her father dancing wildly and the bubble she is blowing explodes.
The other major development this week saw The Recording Academy unveil a great ad campaign for the 52nd annual Grammy Awards, airing Jan. 31 on CBS. “We’re All Fans” features fans’ postings from YouTube, Twitter, Flickr and Facebook that pay homage to favorite musicians. Traditional components drive traffic to a Web site — Wereallfans.com — which is updated in real time with postings on Grammy-nominated artists. One TV ad is a collage of LL Cool J fans uploading videos of themselves lip-synching lyrics to “Rock the Bells,” and tweets from fans and the rapper himself.
Lady Gaga’s TV spot features “I’m Your Biggest Fan.” Print and outdoor ads create a collage of tweets and YouTube videos of the five artists nominated for Album Of The Year. The ads were created by TBWA/ Chiat/Day Los Angeles.
– Mediapost’s Amy Corr writes a weekly column for Metro looking at some of the best advertising and marketing campaigns. See more of her work at www.mediapost.com.
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