MSC Cruises to air its first Super Bowl ad

MSC Cruises has spent the last three decades building its fleet in Europe, South America and Africa. Now, the Geneva-based cruise line plans to grow awareness for its brand in the U.S. by airing its first Super Bowl spot. The 60-second spot will include two yet-to-be-announced celebrities and unveil the company’s newest ship, according to the brand. Highdive helped create the ad; the Chicago-based agency began working with MSC Cruises last year. The brand did not say which quarter the ad will air. Super Bowl commercials Tracking the latest brand and agency plans Click here The new spot is part of a larger advertising rollout in the U.S. as MSC Cruises seeks to differentiate itself from competitors such as Royal Caribbean International, Norwegian Cruise Line and Carnival. It plans to highlight its MSC World America ship in the ad. “Our message is clear: a cruise vacation with MSC Cruises goes far beyond traditional expectations,” said Suzanne Salas, executive VP of marketing, e-commerce and sales at MSC Cruises USA, in a statement, noting how the brand is “blending European style with American comfort.” MSC Cruises is the third largest cruise line in the world, according to its website, which touts its leadership in Europe, South America, the Middle East and Southern Africa. The company has a fleet of 22 ships; three new vessels will launch this year, next year and in 2027. While cruise lines took a hit during the pandemic, the category has regained its footing in recent months as travelers gravitate toward the one-stop-shop appeal of tourism by sea. A 2024 report from the Cruise Lines International Association noted that the industry is expected to grow to 40 million passengers by 2027, up from 29.7 million in 2019, before the pandemic. Twenty percent of U.S. travelers plan to book a cruise in the next 12 months, an increase from 18% who reported going on cruises in the last 12 months, according to a consumer survey from travel market research company Phocuswright. MSC Cruises recently announced that it will serve as the title sponsor of three Formula 1 Grand Prix races this year: the Austrian Grand Prix in June, the U.S. Grand Prix in October and the Grande Premio de Sao Paulo in November. So far, MSC Cruises is the only travel brand to confirm an ad buy in the 2025 game. In recent years, Booking.com has been a regular advertiser, tapping a different celebrity for an ad each year, though the brand has yet to confirm a spot in next month’s event. MSC Cruises is one of several brands making Super Bowl ad debuts this year. Other newcomers include Bosch, NerdWallet, Totino’s Pizza Rolls, Instacart, Coffee mate and Häagen-Dazs.

MSC Cruises to air its first Super Bowl ad

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