Miles Calcraft Briginshaw Duffy has created a TV campaign for P&O Cruises, designed to show that the company offers a contemporary cruising experience.
The campaign is a marked departure from traditional cruise advertising, in that the focus is not on board the ship or from the perspective of the holidaymaker.
Instead, the spot, is one of three executions, emphasises the sensations one can enjoy while on holiday.
The three executions are called "shiver", "butterflies" and "weight". Each one features a series of images to communicate the variety of destinations: from Iceland to Hong Kong to the Amazon, and the experiences and places to be enjoyed.
Comments
Makes cruising look like a bad trip culminating in Hannibal Lechter whispering in your ear.
Gordon...I think you must be the nicest man in the world...you like everything!
April, that's harsh, I'm deeply unpleasant, but I like good ads (that's probably not a redeeming feature).
This will 'sail' right over (or under) the heads of the target market. The 'adventure' feel is not what drives people to cruise.
Secondly - if it does raise awareness in any way of cruising holidays, The P&O brand is totally lost AND not represented by the creative execution. Shame.
I hate to say it, as at east they tried to do somehting different but Ian Pocock is right. Misses the mark by a mile.
I agree with Richard. The speed & pace of the imagery suggest a rush not normally associated with cruising. P&O branding is instantly forgettable which is unusual for P&O and the voiceover does sound creepy.
The use of the word "Shiver" in a travel / holiday commercial is crazy in my opinion. Is edgy advertising likely to appeal to the P&O target market...I don't think so.
Still, the destinations look great but why go on a boat to see them?
I do like the P&O ads but they just don't seem to make sense for a cruise advert.
I can see what they are trying to do and install some sort of adventure into the cruise industry but nah, this just doesn't do it for me.
The ads them selves though are put together quiet well, especially that horse scene.
Buuut... no, doesn't make me want to take a cruise.
Do P&O ever read these blogs do you think? I hope so - because they need their agency to know and this is primary reasearch isn't it?
This ad shows you all the things you can't do on a cruise.
Did they test it at all?
After having watched it the first time I was left confused. The second time I watched it I understood it, however it does not emulate the generic representations of a "cruising experience".
The juxtaposition of the ad is far too fast paced and thus connotes a "rushed cruise" rather than a typical relaxing and enjoyable experience.
The narrative is okay, however the mode of address is pushed into the last section and signifies an ephemeral cruise. I admire the attempt to be different, but it misses the target by a long shot.
Perhaps that's what P&O cruises are really like: you only get five minutes at each stop any longer and the boats leave you behind, and the rest of the time is spent halucinating with food poisoning?
Really don't like this. Have to cover the ears when the penultimate shot appears.
Like Grimer asked - did they test it? surely interest levels dive tremendously at the end? OR is this a second attempt of an ending that was even worse? who knows.
can't believe this went out with the vo for an energy drink over it, someone is getting their p45 for that mistake, I want to see the energy ad with the cruise vo on it, that would be funnier.
People say that the advert is not going to appeal to the target audience i.e, those who take cruises, but maybe consider that P&O are trying to find a new demographic, telling us that cruises are not only for SAGA insurance holders. i like it, some mistakes but appreciate the effort.
If Dominic is right, then broadening the appeal by selling 'adventure' will not sell cruises, it'll just sell adventure hoildays.
Erm, isn't advertising's job to change perceptions as well as to pander to them. I agree that it might be a little O.T.T. but the ad made me feel positive about a cruise. Something I wouldn't have considered in a million years otherwise. It would be interesting to find out what the TA was. Maybe they don't want to appeal to your gran anymore because of the simple fact that she'll be pushing up daisies soon. However, if they are trying to appeal to her, this ad will probably guarantee it.
i like the way agency is more emphasising on the real offerings for wat consumer want to know more the real things about the destination as the world is still not global village for many of us.
Comments
Richard Hayter - 24/01/2008
Makes cruising look like a bad trip culminating in Hannibal Lechter whispering in your ear.
Phil Hickes - 24/01/2008
LOL
Gordon Macmillan - 24/01/2008
Like it.
april feeney - 24/01/2008
Gordon...I think you must be the nicest man in the world...you like everything!
Gordon Macmillan - 24/01/2008
April, that's harsh, I'm deeply unpleasant, but I like good ads (that's probably not a redeeming feature).
Ian Pocock - 24/01/2008
This will 'sail' right over (or under) the heads of the target market. The 'adventure' feel is not what drives people to cruise. Secondly - if it does raise awareness in any way of cruising holidays, The P&O brand is totally lost AND not represented by the creative execution. Shame.
martin beswick - 24/01/2008
I hate to say it, as at east they tried to do somehting different but Ian Pocock is right. Misses the mark by a mile.
Jonathan Godson - 25/01/2008
I agree with Richard. The speed & pace of the imagery suggest a rush not normally associated with cruising. P&O branding is instantly forgettable which is unusual for P&O and the voiceover does sound creepy. The use of the word "Shiver" in a travel / holiday commercial is crazy in my opinion. Is edgy advertising likely to appeal to the P&O target market...I don't think so. Still, the destinations look great but why go on a boat to see them?
Jane Moore - 25/01/2008
I do like the P&O ads but they just don't seem to make sense for a cruise advert. I can see what they are trying to do and install some sort of adventure into the cruise industry but nah, this just doesn't do it for me. The ads them selves though are put together quiet well, especially that horse scene. Buuut... no, doesn't make me want to take a cruise.
Ian Pocock - 25/01/2008
Do P&O ever read these blogs do you think? I hope so - because they need their agency to know and this is primary reasearch isn't it?
Richard Grimer - 25/01/2008
This ad shows you all the things you can't do on a cruise. Did they test it at all?
James Stevenson - 25/01/2008
After having watched it the first time I was left confused. The second time I watched it I understood it, however it does not emulate the generic representations of a "cruising experience". The juxtaposition of the ad is far too fast paced and thus connotes a "rushed cruise" rather than a typical relaxing and enjoyable experience. The narrative is okay, however the mode of address is pushed into the last section and signifies an ephemeral cruise. I admire the attempt to be different, but it misses the target by a long shot.
Tyler Durden - 25/01/2008
Perhaps that's what P&O cruises are really like: you only get five minutes at each stop any longer and the boats leave you behind, and the rest of the time is spent halucinating with food poisoning?
Tyler Durden - 25/01/2008
(Hence the "Shiver")
Jack Bauer - 25/01/2008
Really don't like this. Have to cover the ears when the penultimate shot appears. Like Grimer asked - did they test it? surely interest levels dive tremendously at the end? OR is this a second attempt of an ending that was even worse? who knows.
Andy Knell - 28/01/2008
can't believe this went out with the vo for an energy drink over it, someone is getting their p45 for that mistake, I want to see the energy ad with the cruise vo on it, that would be funnier.
Dominic Gudgeon - 28/01/2008
People say that the advert is not going to appeal to the target audience i.e, those who take cruises, but maybe consider that P&O are trying to find a new demographic, telling us that cruises are not only for SAGA insurance holders. i like it, some mistakes but appreciate the effort.
Ian Pocock - 28/01/2008
If Dominic is right, then broadening the appeal by selling 'adventure' will not sell cruises, it'll just sell adventure hoildays.
DOMINIC MARTIN - 28/01/2008
Erm, isn't advertising's job to change perceptions as well as to pander to them. I agree that it might be a little O.T.T. but the ad made me feel positive about a cruise. Something I wouldn't have considered in a million years otherwise. It would be interesting to find out what the TA was. Maybe they don't want to appeal to your gran anymore because of the simple fact that she'll be pushing up daisies soon. However, if they are trying to appeal to her, this ad will probably guarantee it.
anuj vikas - 28/01/2008
i like the way agency is more emphasising on the real offerings for wat consumer want to know more the real things about the destination as the world is still not global village for many of us.