Cruise Celebrity to stress quality with Marco Polo game ads By Tom Stieghorst / January 11, 2016 Share 1 A still from Celebity's new TV ad. -- Celebrity Cruises is beginning an advertising blitz that will feature national and regional TV spots asking customers to pay more for the premium brand.The first of four ads to appear in January is called “Marco Polo,” named for the swimming pool game in which a player shuts their eyes and tries to locate others by calling “Marco” and listening for their response of “Polo.” (See video below.)In the Celebrity version, various crew, such as a sommelier, a masseuse and a nature expert, will call out “Marco,” and a variety of people will answer the call to cruise with Celebrity.“It’s a little mysterious at the beginning,” Celebrity President Lisa Lutoff-Perlo said, “because you don’t know quite where it’s going to end up.” But she called the payoff “amazing”: a view of the ship’s captain on the vessel’s helipad, with the bridge in the background.The new ads will run in 30- and 60-second versions in coming weeks, some of them on national television but most in regional markets that include Los Angeles, New York, San Francisco, Chicago, Miami and Boston.A couple of weeks later, Celebrity will add three spots that “live under” the Marco Polo ad but focus on a single aspect of Celebrity’s product in 15- and 30-second versions. Among them are “Blue Whale” (veranda accommodations), “Night Light” (families) and “Fish Monger,” which emphasizes the line’s culinary offerings.“So, as Wave continues, we will continue to run new work in addition to the Marco Polo spot,” Lutoff-Perlo said.The ads will make it clear that Celebrity is a premium product worth paying more for, she said. “It will have messaging in it that is very overt,” she said.“We will tell people, ‘This is what we do, these are the awards we have been given, these are the accolades we have, and so for that you should want to cruise with us and expect to pay more when you do cruise with us.'"She said the goal is to free Celebrity from the “mud” of price-focused competition. “We need to articulate our brand so that when people see it, they get it,” she said.