The first commercials by Carnival Cruise Line's new
advertising agency debuted on Jan. 8 and will continue through Wave season,
including during the Winter Olympics in February.
They mark the first time since the 2014 Olympics that the
Carnival brand has been on national TV, chief marketing officer Kathy Mayor
said. The 30-second spots from ad agency Anomaly are in the form
of testimonials that show hesitant cruisers overcoming their reluctance and
embracing the fun. The testimonials take place in active
settings, such as on a water slide, underwater and on a photo safari.
At the end, a giant blue and red Y funnel breaks through the
picture, accompanied by the tag line "Choose Fun" and the blast from
a ship's horn. "We're really looking to own that sound," said Mayor,
adding that the Y shape of the funnel is also something that Carnival hopes to
use in ways that suggest a joyful pose that people make when having fun.
Anomaly has also produced a series of 6-second ads. In one,
a man reaching for a pizza is asked in a voice over "Are you the new mayor
of Flavortown?" As he turns to the camera with the pizza, he responds "Yes."
As standalone spots they can be used in ways that aren't
vulnerable to ad skipping and blocking techniques, Mayor said. They will also
be combined in back-to-back in 15- or 30-second versions that can be targeted
to various interests, such as food, entertainment or excursions.