Celebrity Cruises will launch a new brand campaign this
weekend with a 60-second television spot set to the Jefferson Airplane song "White
Rabbit."
The "Wonder Awaits" campaign, its first from new
agency Lucky Generals, will debut in key markets at the 71st Emmy Awards on
Sunday, Sept. 22.
The ad "follows a female protagonist on a voyage of
discovery through a dream-like wonderland of world-class cuisine, cocktails,
Eden-istic experiences and alluring accommodations, all on the brand's newest
ship, Celebrity Edge," Celebrity said.
"Wonder Awaits is about bringing the experience of
cruising with Celebrity to life in a dramatic, beautiful way," said Peter
Giorgi, chief marketing officer at Celebrity. "We wanted to show how
unexpected moments, impeccable service and stunning design create a trip that
is truly wonderful, and provides our guests with a break from reality, even
just for an instant."
Some viewers may find the ad over-the-top strange, in the
way that some travel advisors and guests have responded to the Eden restaurant
and its performers.
Others may find it refreshing and different.
"We want viewers to see Celebrity the way we see
Celebrity," said James Fox, managing partner of Lucky Generals, "as a
modern and progressive brand with an incredible and unique product. We hope to
convey the same feelings of wonder and intrigue you get from being on a
Celebrity cruise, in a fresh way."
The use of "White Rabbit" as background music
could appeal both to a baby boomer audience that remembers it from the 1960s
and a younger group. The song "draws on imagery from Lewis Carroll for its
description of the psychedelic experience," according to an entry in the "Encyclopedia
of Classic Rock."
In addition to the flagship 60-second spot that premieres on
Sunday, the campaign will span several creative mediums over the coming months,
including additional 30- and 15-second spots, high-profile luxury and lifestyle
print placements, billboards and digital media buys, Celebrity said.