P&O Cruises encourages ‘earthlings’ to be free in a new multi-channel campaign via BMF Sydney
P&O Cruises has launched its biggest advertising campaign yet, via BMF urging ‘Earthlings’ to be free and move to another world, as P&O Cruises repositions itself under the ‘Like no Place on Earth’ tag line.
The multi-channel campaign that seeks to convert ‘Earthlings’ into ‘Cruiselings’ rolls out across Australia and New Zealand this week.
Says Cam Blackley, executive creative director, BMF: “Our purpose is to rid the planet of Earthlings. That’s a phenomenal brief and lofty goal but we believe we can do it peacefully through the promise of greater freedom.”
The television commercial features a soundtrack composed and recorded live by the Prague Philharmonic Orchestra.
P&O Cruises invites Earthlings to meet Cruiselings at www.befreeearthlings.com. Using first person video storytelling, the Food Fanatic, the Adventure Lord and the Now Girl tell their stories and show Earthlings how best to be free on a P&O Cruise.
P&O Cruises’ fans can also win a place on the inaugural cruise of one of its newest ships, Pacific Aria, by composing their own 30-second song online with a special ship horn keyboard. The custom-built keyboard replicates the sound of a ship horn to allow users to play or compose their own music. The winning song will actually be played by the ship’s horns.
Says Simon Cheng, marketing and distribution director, P&O Cruises: “P&O Cruises is about to enter a new era of cruising with its biggest ever fleet, so we really wanted an advertising campaign which would make people appreciate how a cruise holiday takes you to another world, free from the routine of life. This campaign really conveys the feeling of escape, freedom and space that a P&O cruise delivers.”
Executive Creative Director: Cam Blackley
Art Director: Rita Sterne, Bradley Averill
Copywriter: Jonty Bell, Lucy Kough, Jessie Jordan
Head of Interaction Design: Nev Fordyce
Designer: Matthew Hughes
Digital Production Director: Jo Cooper
Digital Producer: Leia Collingwood-Smith
Technical Director: Mark Ellis
Technical Lead: Sam Power
Developer: James Blundell, Chris Lo
Studio Designer: Kylie Lovegrove
Planning: Simon McCrudden
Group Account Director: Anthony Moore
Account Director: Will Woods
Account Executive: Megan Mabin
Agency Producer: Jenny Lee-Archer
Director: The Glue Society (Matt Devine)
Executive Producer/Producer: Pip Smart
Production Company: Revolver
Post Production: Method Studios
Editor: Dan Lee @ The Butchery
Music: City of Prague Philharmonic Orchestra
Sound Production: Rumble
DoP: Russel Boyd
23 Comments
Sadly, it’s not out of this world. Looking at this my instinct to never go on a cruise has been justified. Terrible ad.
there’s that classical music again, and slo-mo. And head-bands. Feel like we’ve seen it before.
Not to mention the food fight.
Fuck trolls, get over it. It’s a better ad than 99 percent of the shit out there. At least it’s fun. So you might not award it when you next judge D&AD, but don’t waste your time writing off a fun idea you sad sacks.
Being briefed to create an ad for a cruise liner is tough, at least this cruise liner looks like it’s got a bit of attitude. I probably still won’t go on a cruise but the ad was memorable.
This for its category is way up there. Beautifully crafted execution. We’ll done BMF, you guys are showing the rest of the industry how to do it currently with cut through work.
If i had to spend more than half a day with this lot I’d jump overboard.
trolls a plenty as per
yeah, nice one, its got balls for sure and its nice to see something new
Nope, that’s a stinker filled with this years hottest trends in unoriginal advertising
I hope I never get stuck on a cruise with Fiona or Jack.
Great vid.
Print ads….not so much.
@pleaseeeeeee you would be thrown overboard in much less than half a day.
BMF on the way back
Um, I don’t think that soundtrack was composed by the the Prague Philharmonic. Played by, arranged by maybe – but composed by Johann Strauss.
Really like it, bloody nice for the category. Well done again fuckers, good to see TV leading the charge and bmf at the forefront again.
BMF at the forefront???? not so sure.. ALDI work is solid, this is trying way too hard.
How exactly is this shit?
As an idea, hello earthlings is great. It may not have completely come across in this spot and I bet it’s been pillaged by a pretty tough client. But this is a great idea.
The execution is pretty smooth too.
What’s to hate?
Lovely line, nice one!
This is smarter and more original than any shit you’ve made.
Is that poster supposed to look like an iceberg?
BMF, your self promotion is sadly evident in the comments and comes across as desperate. No point lying to yourselves as it won’t help the work get better.
Trying too hard to repeat The Star casino spot.
Trying too hard to repeat The Star casino spot.