Carnival Corp. wants the public to select its first Super Bowl spot from among rough cuts of four commercials produced by new agency BBDO in Atlanta.
The spots are "Getaway," which is about a woman fleeing life's stresses; "Cruise Virgin," in which people recall their first cruises through lots of innuendo; "Message in a Bottle," featuring memorable crusing moments; and "Mystery Spot," which reminds people just how "special" the sea can be.
Consumers can watch the ads and vote for their favorite at carnivalmarketingchallenge.
BBDO worked with cinematographer Wally Pfister, whose résumé include films like Transcendence, the Dark Knight trilogy and Inception (for which he won an Oscar).
The selected spot, which will air on the game Feb. 1, is a major part of the cruise company's first corporate multi-brand initiative covering its nine global brands, which represent an estimated half of the industry's business. Its cruise lines include Princess Cruises, Holland America Line, Costa Cruises and Seabourn.
Consumers who vote for their favorite creative concept also have a chance to win a grand prize of a yearly cruise for life.