Arnold, Royal Caribbean Go Cruising in Alaska

Arnold’s latest television effort for Royal Caribbean shows that cruises can consist of more than lounging on deck chairs and sipping piña coladas.

In coming weeks, the client, based in Miami, will break a 60-second spot in markets around the nation for its Alaska luxury cruise. A 30-second version is also breaking.

Royal Caribbean spends about $40 million annually on ads.

Royal Caribbean is “trying to get people to shatter their misconception that going on cruises is only for relaxing,” according to Jay Williams, managing partner and creative director at Arnold, Boston.

The spot opens with shots of two men who appear to be struggling to reach the top of an ice-covered peak. Actually, the men are simply joking around as they, along with their fellow vacationers, hike to the top of a mountain. The spot then has footage of the friends dogsledding, hiking and kayaking, as well as enjoying the recreational facilities on a Royal Caribbean liner. A voiceover says, “Somewhere between the glacier hiking, the dogsledding, the train tours and the rock wall—it hits you. This is way more than a cruise.”

An effort was made “to target people with an ‘explorer’ mind-set,” said Williams. “[The audience] doesn’t fit an age group—they [just] want to do something eye-opening and adventurous.”

Iggy Pop’s “Lust for Life” again provides the soundtrack. The tag, “Get out there,” is also retained.