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Posts Tagged ‘Eben Mears’

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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Mullen, Psyop Somehow Make Yogurt Look Visceral, Sexy

Mullen has debuted its first creative effort for its new client, Greek yogurt brand FAGE, and suffice to say, this isn’t your average Dannon, Yoplait or Activia spot. The campaign has been dubbed “Plain Extraordinary” featuring a lyrical rhyme that tells the story of how “Plain became so much more than more than plain” or something to that effect which is mouthed from someone who may or may not be Willem Dafoe (if so, the man has found a second career).

Mullen Mark Wenneker says in a statement, “If our advertising is half as good as the yogurt, I will be pleased.” We’ll let you be the judge of that, but in addition to the broadcast component, there’s a website re-design included along with a Facebook page and Twitter stream. View full credits after the jump.

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