- Carnival Cruise Line debuted a new promoting campaign in support of “Carnival Is Calling,” the corporate’s first new overarching brand platform in seven years, in accordance with a press release.
- The “Find Your Fun Again” ads star actor Nick Offerman as he smashes his cellphone and breaks from on a regular basis mundane tasks to enjoy sunny cruise activities like a waterslide. Developed with a few of Offerman’s “Parks and Recreation” writers, the creative is supposed to function a balm to what Carnival calls a “fun deficit.”
- “Find Your Fun Again,” which was made with creative agency TBWAChiatDay NY, goals to win new customers to Carnival while shoring up loyalty with existing fans. The 360-degree media plan spans TV spots, out-of-home, print, radio and social.
Carnival desires to offer consumers somewhat levity amid a period of uncertainty within the U.S., with macroeconomic pressures expected to affect travel spending around the vacations. New ads reply to surveys conducted via One Pulse that show two-thirds of individuals aren’t having as much fun as they used to while 93% consider fun is critical to realizing a happier life, creating what the brand deems a “fun deficit.”
The root of the difficulty could also be screen overload, Carnival argues in its campaign. A 30-second hero spot sees spokesperson Offerman working in a woodshop — a real-life passion for the actor — when his phone suddenly blows up with a deluge of noisy notifications, distracting him and his crew. The actor then smashes the device with a hammer and leaves to unwind on a Carnival cruise. In separate social videos, Offerman highlights a stat that claims the typical person scrolls almost two miles each day on their phone.
“That’s a bummer,” Offerman says, before the ad cuts to him rushing down a Carnival waterslide screaming, “Not a bummer!”
Other ads without Offerman are also running as a part of “Find Your Fun Again” and relay the identical theme of unplugging. In one, a dad and his kids sit in a darkened basement hooked on video games before mom arrives to tear back the curtains and show them the sunshine of Carnival cruises. A radio jingle revises “America The Beautiful” to handle the screen-addled and position Carnival as a savior.
“America, America, you was once so fun,” the tune goes. “But now you go to bed at night scrolling in your phone.”
“Find Your Fun Again” is the primary major promoting push under Carnival’s larger “Carnival Is Calling” platform, which launched Nov. 1. The effort was led by CMO Amy Martin Ziegenfuss, who joined Carnival in 2023 from Hilton, where she created the hospitality giant’s “For The Stay” platform. Initiative, Omnicom Production and TBWAChiatDay NY all contributed to the campaign.
While “Carnival Is Calling” seeks to succeed in new customers, it extends a star anchored marketing strategy for the corporate. Past Carnival spokespeople include Shaquille O’Neal, Guy Fieri, Emeril Lagasse, Jonathan Bennett and Kathie Lee Gifford, the latter of whom helped introduce Carnival as a mass market brand.
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