ATLANTA –"See the world revolving around you," purrs the taglinein WestWayne's sophisticated television commercials for Celebrity Cruises.
Breaking its first ads for the Miami-based cruise line, WestWayne creative director Scott Sheinberg indulges the viewer in a limited but effective palette.
The Atlanta agency broke the 30-second spots this month on network prime-time shows including Friends, E.R. and Law & Order, as well as on national cable venues such as The Travel Channel, AMC, A&E and Bravo.
Print advertising will appear through 2001 in Condé Nast Traveler, Travel & Leisure, Bon Appetit, Food and Wine and Gourmet.
Sheinberg describes the integrated Celebrity campaign as the flip side of parent Royal Caribbean. "Royal is about the excitement," he said. "Celebrity is about the pampering and the internal transformation of cruising."
In "Accolades," reviewer quotes from travel magazines and the Berlitz Complete Guide to Cruising appear in white text against the blue ocean. The imagery is backed by a luxurious soundtrack by Craig Hazen and Zen Music in New York. "We were looking for something dramatic but not overbearing," said Sheinberg. "We wanted elegance and tranquility."
As the camera drifts from the opening wide shot of the ocean into the ship's interior, we see a maid dusting a grand piano, a chef absorbed in finalizing an ice sculpture and a row of waiters in black ties—all in tones of blue, white and gold, all in slow motion. Throughout, a throaty voiceover suggests, "We can show you a few major reasons to choose Celebrity Cruises, or one of the thousand minor ones." The tag, "See the world revolving around you. Only on Celebrity," ends the piece.
In "Not Available on Land," the viewer is plunged into another sensuous blue-and-white visual. In this spot the camera revolves high over Celebrity's AquaSpa and looks down on the beatified face of a female guest basking in steamy luxury. Hazen's new-age music pulls the viewer in. No voiceover is used. "We had words, but they felt like white noise," said Sheinberg.