Want a respite from the constant scrolling and nonstop notifications? Looking for some good, old-fashioned fun? Go on a cruise\u2014specifically a Carnival cruise.<\/p>\n
That\u2019s the message of Carnival Cruise Line\u2019s latest campaign from TBWAChiatDay NY. The campaign, which stars Nick Offerman, leans into the actor\u2019s tough-yet-genial persona to showcase how fun on a cruise can bring out a person\u2019s playful side. It\u2019s the first new brand platform for Carnival Cruise Line in seven years.<\/p>\n
Amy Martin Ziegenfuss, Carnival Cruise Line CMO, told Marketing Brew that the aim of the new brand platform is to emphasize the importance of making time for fun, especially when there are plenty of obstacles to doing so.<\/p>\n
\u201cEverybody needs fun. It\u2019s a human need. But I think in today\u2019s day and age, it\u2019s ever more difficult to prioritize it,\u201d Martin Ziegenfuss said. \u201cWe have these lovely devices and every kind of technology helping us be more efficient and connected and all those things, but it also sometimes keeps us from connecting on a more human level.\u201d<\/p>\n
The resulting brand platform and campaign are aimed at encouraging people to care about letting loose\u2014without their phones distracting them. In the spot, Offerman takes a sledgehammer to his endlessly pinging phone before finding some screen-free, laugh-out-loud fun on a cruise.<\/p>\n