Figliulo & Partners launched its first campaign for luxury cruise line Seabourn since being named AOR last November, entitled “Extraordinary Worlds.”
A 60-second anthem ad uses a split-screen approach to explore what Seabourn has to offer, both onboard and off.
Opening with a cresting wave and a scoop digging into gently curling ice cream, the images on each side of the screen play off each other. A cascading waterfall, for example, is shown alongside a glass of champagne being poured. Stones along the shore are paired with hot massage stones being placed on a woman’s back at the spa onboard.
The approach manages to show off the onboard luxuries of Seabourn and some the excursions the cruise line offers simultaneously. It also helps the ad stand apart from competitors, with the eye-catching comparisons of different amenitites and activities offered onboard and off.
“People don’t think in black-and-white terms,” Figliulo & Partners CEO Mark Figliulo told AdFreak. “They’re considering where to go and where to stay at the same time. That’s why we show this unique experience in those terms—the exquisite detail of the on-ship and on-shore experiences.”