P&O Cruises thinks big (and small) with BMF
A miniaturised Sydney, dwarfed by a giant ship is the central idea of a new ad by BMF to promote P&O Cruises.
Although the ad bears some similarities to last year’s Clemenger BBDO Melbourne “Little Wonders” work for NAB, which also features a miniaturised Sydney Harbour, the two commercial’s used different techniques. The NAB ad was done through tilt shift photography which begins with real video footage, while the P&O work was done through stop motion animation.
The P&O TV ad exists in 60s, 30s and 15s versions, backed with press, radio, outdoor and DM. Media planning and buying was done by Mediacom. P&O Cruises is part of the Carnival Group. The client was Sara McConkey, advertising and promotions manager at Carnival.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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Apart from the total absence of originality where is the strategic idea????? Very ordinary work
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@ anothermous….agree….the holding company (carnival) have a near monopoly so it wont make a difference either way
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When in doubt (or out of ideas) revert to the jolly good old pun ad route. And charge like a wounded bull. Mmmm.
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This vessel appears to be carving a path right through Darlinghurst and Ultimo! Oh, the humanity!!
Fair effort getting her up the hill from Bondi though.
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I like it. looks like i’m alone so far on that though.
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Really excellent post. I like the videos in it…. Great ..
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Thanks Julain (Julian?) for your fantastic contribution to the discussion
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Good point Gary M, however Carnival, whilst almost a monopoly on the cruise dollar, aren’t on their own in competing for the holiday options market.. As for BMF, they certainly aren’t the only shop in the village
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