Carnival Cruise Lines kicks off the second phase of its new brand advertising program with its â€œFun Directorâ€ television campaign which begins airing in select local markets today and nationally on Feb. 2.
The â€œFun Directorâ€ ads were shot aboard the lineâ€™s newest ship, the Carnival Splendor, and feature improvisational comedian Matt Fisher who humorously extols various highlights of the Carnival vacation experience. Some spots include amusing interactions with actual shipboard employees such as the â€œHornâ€ spot which features Fisher with the shipâ€™s captain on the vesselâ€™s bridge â€˜testing outâ€™ various equipment. In the â€œStateroom Stewardâ€ spot, Fisher introduces viewers to the renowned towel animal-making skills of Carnivalâ€™s stateroom stewards, referring to the featured steward, Modesto, as a â€œterrycloth Michelangelo.â€
â€œThe â€˜Fun Directorâ€™ campaign uses humor to convey the unique experiences and exceptionally fun nature of a Carnival cruise vacation through a spokesperson we believe viewers will connect with and thoroughly enjoy,â€ said Jim Berra, chief marketing officer for Carnival Cruise Lines. â€œThe first phase of our new brand advertising work featured our world record-breaking beach ball and piÃ±ata events in Dallas and Philadelphia.
Those spots were designed to run for a limited time and serve as attention-getters to get people thinking and talking about the Carnival brand,â€ Berra explained. â€œNow we are moving to the next phase of the campaign, which brings the images and message back on board the ships while continuing to focus on spirited and spontaneous fun.â€
The campaign was created by Boston-based Arnold Worldwide and directed by Rick Lemoine of Biscuit Filmworks, who specializes in comedy dialogue and has done a number of award-winning spots for VW, ESPN and Budweiser.
â€œWe created â€˜Fun Directorâ€™ to allow Carnival to roll up its collective sleeves and invite people on board to show them how amazing the Carnival cruise experience truly is,â€ said Pete Favat, chief creative officer for Arnold Boston.
The new spots begin airing today in select local markets including New York, Los Angeles and Dallas, on national cable Feb. 2 including Food Network, The Learning Channel and the Travel Channel, and on major U.S. network primetime programming beginning Feb. 9 on shows including CBSâ€™s â€œTwo and a Half Menâ€ and â€œCSI,â€ and ABCâ€™s â€œDesperate Housewivesâ€ and â€œBrothers and Sisters.â€
The â€œFun Directorâ€ spots are part of a new overall branding campaign for Carnival under the tagline â€œFun For All. All For Fun.â€
â€œThe new brand positioning is designed to capture the uniquely social, participatory and spirited nature of a Carnival cruise vacation which creates an environment where people have the freedom to be themselves and have fun,â€ said Berra.