P&O Cruises urge ‘earthlings’ to experience freedom on board their ship as ‘cruiselings’

P&O Cruises is urging the public, or ‘Earthlings’, to be free and move to “another world” as the cruise line repositions itself under the ‘Like no Place on Earth’ tagline in a new campaign from BMF.

The cruise line announced it would roll out the new trade and consumer campaign as it looked to refresh its marketing in July.

The new campaign positions those who take cruises as ‘Cruiselings’, beings who are more free to enjoy a holiday on board a P&O ship, with the narration urging ‘Earthlings’ to be free. It is set against a soundtrack composed and recorded live by the Prague Philharmonic Orchestra.

BMF executive creative director Cam Blackley said: “Our purpose is to rid the planet of Earthlings. That’s a phenomenal brief and lofty goal but we believe we can do it peacefully through the promise of greater freedom.”

Complementing the TV ad is a dedicated website which utilises first person video storytelling to show ‘Earthlings’ how to be free on a P&O Cruise. The video content sees three different ‘Cruiselings’ speak directly to camera about various activities, promoting the viewer to make decisions about what they might like to experience.

The campaign also invites fans to attempt to win a place on the inaugural cruise of one of its newest ships Pacific Aria by composing their own 30-second song online with a special ship horn keyboard.

The custom-built keyboard replicates the sound of a ship horn to allow users to play or compose their own music.

P&O Cruises marketing and distribution director Simon Cheng said: “P&O Cruises is about to enter a new era of cruising with its biggest ever fleet, so we really wanted an advertising campaign which would make people appreciate how a cruise holiday takes you to another world, free from the routine of life. This campaign really conveys the feeling of escape, freedom and space that a P&O cruise delivers.”


  • Executive Creative Director: Cam Blackley
  • Art Director: Rita Sterne, Bradley Averill
  • Copywriter: Jonty Bell, Lucy Kough, Jessie Jordan
  • Head of Interaction Design: Nev Fordyce
  • Designer: Matthew Hughes
  • Digital Production Director: Jo Cooper
  • Digital Producer: Leia Collingwood-Smith
  • Technical Director: Mark Ellis
  • Technical Lead: Sam Power
  • Developer: James Blundell, Chris Lo
  • Studio Designer: Kylie Lovegrove
  • Planning: Simon McCrudden
  • Group Account Director: Anthony Moore
  • Account Director: Will Woods
  • Account Executive: Megan Mabin
  • Agency Producer: Jenny Lee-Archer
  • Director: The Glue Society (Matt Devine)
  • Executive Producer/Producer: Pip Smart
  • Production Company: Revolver
  • Post Production: Method Studios
  • Editor: Dan Lee @ The Butchery
  • Music: City of Prague Philharmonic Orchestra
  • Sound Production: Rumble
  • DoP: Russel Boyd

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