Carnival Cruise Line promotes ‘funbelievable’ experience in new campaign

Carnival Cruise Line Australia has re-made a version of EMF’s 90s hit, ‘Unbelievable’, in a new ad which celebrates the ‘fun’ activities which can take place on board.

The campaign, by Publicis’ Mercerbell, sees a family of five having a ‘funbelievable’ time on board and on off-shore excursions. Clips of sliding down a waterslide, snorkelling, kids playing basketball and a woman napping are all featured.

Jayne Andrews, Carnival Cruise Line Australia’s marketing director, said the campaign is about more than promoting the different activities.

“Our research shows that while Mums usually make the decisions about a holiday, their top priority is for the whole family to have a good time,” Andrews said.

“With Carnival, everyone gets to enjoy his or her own version of fun. They choose what they want to do and when. And with everyone else happy and occupied, Mum gets to have a break as well.

“Carnival is about creating opportunities for our guests to reconnect through shared fun. That’s what makes it the ‘Funbelievable’ holiday choice,” she added.

Mercerbell’s creative group head, Liz Kain, said the soundtrack was from an era which resonated with the target audience, and reminds people of great holidays.

“The result is work that continues to differentiate Carnival in the market as the cruise line for family fun,” Kain said.

The campaign will run across TV, digital, print and out of home.

It is also running on Carnival’s social channels through a series of short videos by Red Engine SCC,  which celebrate the family’s ‘funbelievable’ moments.


  • Client: Carnival Cruise Line Australia
  • Marketing Director: Jayne Andrews
  • Creative Agency: MercerBell
  • Production Agency: Rabbit
  • Director: Ant McPhail
  • Stills Production Agency: Flipp
  • Photographer: Jem Cresswell
  • Social Agency: Red Engine SCC
  • Media Agency: MediaCom

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.