Watch MSC Cruises’ Super Bowl teaser

Ahead of its Super Bowl debut next month, MSC Cruises has released a teaser designed to convey exactly what the brand means when it touts its “European style with American comfort.” The 15-second video, which will air on digital channels, features Drew Barrymore and Orlando Bloom. MSC Cruises hinted earlier this month that its first Super Bowl commercial would include two celebrities and unveil its newest ship.Ad Age’s latest Super Bowl commercial updates In the teaser, Barrymore appears to attempt to sing Madonna’s “Holiday” while Bloom looks on, pained. The song choice is a way to distinguish MSC Cruises from its competitors. “Drew is America’s sweetheart and Orlando is European and well-known in the U.S.,” said Suzanne Salas, executive VP of marketing, ecommerce and sales at MSC Cruises USA. “They’re a good embodiment of the brand,” she added. MSC Cruises’ 60-second spot, which was created with Highdive, will air in the first quarter of the game. It will serve as the “launchpad” of a brand campaign set to run through 2025 and include online video, social media and outdoor, Salas said. OMD handled media duties. The commercial will showcase the brand’s new flagship MSC World America, which will sail from Miami beginning in April. The ship will have 19 dining venues, including Eataly, 18 bars and lounges and an outdoor venue with a ropes course, water park and playground called The Harbour. NextGen Marketing Summit Join us for a crash course on Gen Z, DTC marketing and the creator economy Register today “We talk about a cruise to go on vacation, but at MSC, we say ‘Go on a holiday’ with us and that’s an opportunity to discover the world through a new lens,” said Salas, noting that, as a global brand, MSC Cruises offers exposure to international food and travelers from around the world. “That’s a very different experience than if you cruise with some of the other cruise lines in the U.S. market,” she said. While cruises previously resonated with older consumers such as boomers, Salas said the average age of travelers who cruise has gotten younger and that millennials now make up the majority of the category.Also: Marketing to millennials, boomers and other groups MSC Cruises is not the only travel brand airing a Super Bowl spot this year. Booking.com recently confirmed its fourth consecutive Big Game appearance.

Watch MSC Cruises’ Super Bowl teaser

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