Norwegian Cruise Line launched its first global advertising campaign since March, when the company suspended operations as part of the global cruise shutdown due to the Covid-19 pandemic.
Called Break Free, and set to the lyrics of “I Want to Break Free” by Queen, the spots encourage travelers “to look beyond the confines of 2020 and towards a future when they can reconnect with the people and places they have missed most,” Norwegian said. A long-form version of the commercial is available on the brand’s YouTube channel.
The ad starts with visions evocative of pandemic-related lockdowns — empty streets and stadiums, people in their homes — before saying “our time has come to reclaim our way of life” and “make up for canceled plans.” It shifts to scenes of beaches, kayaking under a waterfall and plenty of scenes onboard Norwegian ships of guests dining, walking the decks, lounging at the spa and paying in the waterpark.
The campaign launched Thanksgiving week, coinciding with Norwegian’s deals for Black Friday, and is running across print, digital, radio and television.
“Feeling the weight of 2020, our internal team developed a campaign that portrays the all-too-familiar imagery and rhetoric of 2020 before calling to the traveler in each of us and our collective desire to feel free again,” said CEO Harry Sommer in a statement. “With this new campaign, we hope to reignite travelers’ optimism for the future.”
The ads are airing in New York, Los Angeles, Boston, Philadelphia, Miami, and Tampa and Orlando, Fla., as well as internationally in Australia, Latin America, Brazil, Middle East, United Kingdom, Germany and Spain.