Carnival Cruise Line, national exclusive cruise line advertiser for NBC’s broadcast of the Sochi winter games, has unveiled a new campaign with Arnold Worldwide.
Named Bobslide, the TV spot follows four young, thrill-seeking cruisers meeting and racing together down one of Carnival's popular waterslides.
"With our brand motto of 'Fun for All, All for Fun,' we couldn't think of a better time to showcase our spirit than during NBC's broadcast of the Sochi 2014 Olympic Winter Games," said Jim Berra, chief marketing officer for Carnival Cruise Lines. "As part of our ongoing marketing campaign, our new 'Bobslide' spot is not only emblematic of the amazing moments millions will celebrate this February, it also illustrates the fun and memorable experiences our guests of all ages enjoy every day on Carnival cruises."
A 30 second spot will launch today and will air on NBC, CNBC, MSNBC, NBC Sports Network and USA Network throughout the duration of the Sochi 2014 Olympic Winter Games.
The new ad will also air in select cinemas across the country and will feature an interactive Shazam call-to-action.
"We were inspired by the spirit of sport, its camaraderie and its ability to bring friends and family together. The activities on a Carnival cruise represent that pure sense of thrill and joy and we wanted to capture that emotion," explained Pete Johnson, executive creative director, creative lead, Arnold Worldwide Boston, the agency that created the ad.
"The spot taps into the imagination and excitement of the newly found friends onboard the cruise and the exciting adventures that can play out."
As well as TV, the campaign will take place on social media, offering the chance to win gift vouchers. Each week via Instagram, Carnival will encourage fans to compete in a photo contest in various categories such as best game face, best sand versus snow image, and best water slider.