This Anti-Ad from Royal Caribbean Cruises Promises Experiences

By: Ady Floyd - Oct 20, 2015
References: adweek & adweek
Mullen Lowe created this ad for Royal Caribbean Cruises, which promotes an action-packed adventure as opposed to a relaxing vacation. The ad is specifically geared towards millennials who are constantly seeking the thrill of excitement.

The ad is loaded with colorful clips and short busts of exciting activities that are culturally fuelled. The short commercial also contains phrases such as "You are not a tourist" and "This is not a cruise." The idea is to present Royal Caribbean Cruises as an anti-vacation but rather as an adventure. With activities like snorkeling, scuba diving and food tastings, the experience is more memorable than the common trip.

Instead of sending passengers on a boring vacation, this particular cruise will bring the excitement right to the consumers. With a knack for immersive adventures, the cruise company ends the ad by challenging the audience to "Come seek" for themselves.