Carnival Corporation's Advertisement Analysis

Carnival Corporation promotes its name and brands through iconic advertisements that serve to make audience connected to the ocean. According to Arnold Donald, CEO of Carnival, the goal of the commercials is “to convince those who have never cruised to give us a chance to show them why over 10 million people a year sail on one of our nine brands and why so many of our guests cannot wait to sail with us again.” To achieve this goal, Carnival has been utilizing many advertising methods including traditional and digital media.
The company’s advertising strategy has changed concurrent to consumers’ use of modern technologies to capture consumers’ attention and arouse their interest to finalize purchase. Traditional method included advertisements through local newspapers, magazines, transit ads, billboards, radio advertisements and
Carnival hired BBDO Atlanta (that was recently named Global Agency of the Year by Adweek Magazine) that has Academy Award winner Wally Pfister (director of Transcendence, Inception, Moneyball and The Dark Knight trilogy) to shoot their 30 second commercial. This commercial was titled, “Come Back to the Sea” that consisted imagery of their cruise liners and one of inspirational narration by JFK. This ad made a lot of connection with viewers (per www.superbowlcommercial2015.com), and thought to be very effective to deliver its messages. It was memorable as you hear JFK give out a speech that states that the sea is our home, so come back to the sea. His messages while watching the cruise line scenery made a lot of consumers and I feel very connected to the sea and their services. But more powerful images could’ve been used to make a strong and bold impression. Hearing JFK was good and inspirational, but much stronger images to accommodate that could’ve made a stronger sales pitch to its