Perfect Day Island
Finally, a destination for cruisers to truly experience the natural beauty of the Bahamas: the waterslides, the branded hot air balloons, and, ah yes, the sunburnt Ohio State fans blacking out at the swim-up bar.
As the campaign launched, NBCUniversal was launching “Must Hear TV” spots, designed to grab viewers’ attention with only audio on a black screen before transitioning to commercial break. Royal Caribbean became the first brand to test it out, prefacing the ads with sounds of the island.
“Royal Caribbean Goes Dark to Launch NBCU’s ‘Must-Hear TV’ Ad Format”
“gives new meaning to audio-first”
“Royal Caribbean Dives Into NBC ‘Must-Hear’ Spots”
AGENCY: MullenLowe
CW: Adam Goffstein
AD: Lex Cabrera
CDs: Matt Clark, Yelan Tong
GCDs: John Kearse, Rob Kottkamp
PRODUCTION: B-Reel
DIRECTOR: Russell Brownley