Carnival “Land vs Sea”
76% of Americans have never taken a cruise. As an entry-level cruise brand, Carnival hoped to change that through a direct comparison with similarly priced land vacations – done in an absurd way of course.
Camping
Uncle Carl’s
Amusement Park
Just two weeks after the campaign launched the Italian cruise ship, The Concordia, went down and the campaign was paused. However, the commercials tested very high and resumed running a few weeks after the incident and continued for over a year due to popularity and broad appeal.
TV campaign was recognized in the 2012 One Show.
✎ Made at Arnold Worldwide with Bryan Karr.