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Posts Tagged ‘Jennifer Wrentmore’

Carnival Highlights Past Guests’ Photos, Videos in Arnold’s ’24 Hours Onboard’

Carnival Cruise Lines is launching a new 25 million dollar campaign, “Moments That Matter,” with agency Arnold Worldwide. The fall campaign will extend across broadcast, radio, digital and direct mail from September through December. For the first spot in this campaign, Carnival sourced material directly from their customers through social media.

The :60 spot, “24 Hours Onboard” features content chosen from over 30,000 pictures and videos submitted by past guests on Carnival’s cruises, including one dude who publicly proposed on a Carnival Cruise (yikes). “24 Hours Onboard,” which will debut on major network primetime Monday, September 23rd, appeals to viewers’ sentimentality, and employing pictures and videos sourced directly from past customers adds a personal element that could help convince viewers to book their next vacation with Carnival. As Arnold Executive Creative Director Pete Johnson puts it, “We found those looking to book a cruise are much more likely to listen to recommendations from previous cruisers.” So filling a commercial with vacation memories from enthusiastic fans of Carnival makes a lot of sense.

This isn’t a spot that will blow anyone away with its creativity or execution, but it doesn’t have to. It appeals to the type of people who line their walls with photos from family vacations, or, in other words, Carnival’s target audience. Read more

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McRib is Back, Alright!

Disclaimer: We were given the above spot from Arnold Worldwide on April 1, though were kindly asked to take it down as it was sent to us “in error” (which explains some of the older comments). As it turns out, the McRib was not quite back, as some had falsely speculated, at the time. However, now that the word is out that the McRib has, in fact, been officially resurrected as of today, we offer the TV commercial (which aired last November and was only released to media for “archiving purposes” on sites like our sibilng, AdsoftheWorld, months later) for your viewing pleasure. Party on.

The. McRib. Is. Back. Just when you thought it was gone forever, it returns, just like it does every spring (or fall or summer, depending on Mac Doh’s whims) and will continue to until the world ends or until McDonald’s merges with Subway to take over the world. And, you know what? People are going to talk about the McRib around your office. “Did you hear?” someone will ask, eyes wide with eager anticipation, McDonald’s grease-smelling sweat dripping onto your desk. “The McRib. It’s back dude. Just like the Backstreet Boys.” Indeed, it’s back.

But, before you throw over your work desk and “run” your out-of-shape self over to the nearest McRib feeding facility, we should mention that the McRib’s limited run is set to expire on Nov. 14. That gives you three whole weeks to gorge yourself on this 500-calorie combination of boneless patty, pickle slices, onions and BBQ sauce (aka McSlop), so if you want to make it all 21 days, proceed with caution. Last year’s McRib spot by Arnold Worldwide marked the end of a 16-year “hiatus” of the agency doing McRib work for the esteemed fast-food chain. It remains to be seen if the agency will get to launch America’s favorite sandwich again this time around. Credits after the jump.

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