P&O softens the blow when delivery bad news in ‘Good News’ campaign

P&O Cruises has launched a series of ads which promote the brand’s ‘Good News Sale’.

Created by ad agency Bashful, the three 15 second spots depict people sharing the “good news” before having to deliver unfavourable news to their friends and family.

Each ad features different scenarios where good news is shared to soften the blow in “bad news” situations, including at the doctors and when a dog is lost.

Tim Chenery, creative director at Bashful, said in a statement: “The good thing about good news is it makes bad news a little easier to swallow. The Good News Sale continues the irreverent style of humour that’s helped to make the P&O brand distinctive in the cruise category.”

Mediacom was the media agency engaged on the campaign.

Narelle Riley, marketing director at P&O Cruises, added: “We love the way the campaign celebrates our great offer while delivering entertaining advertising that captures the P&O Cruises sense of humour and personality.

“We are looking forward to a strong sales result and to giving Aussies a good chuckle while they are enjoying the upcoming summer of cricket.”


  • Client – P&O Australia
    • VP Sales & Marketing – Ryan Taibel
    • Marketing Director – Narelle Riley
    • Marketing Manager – Brand and Content – Nicola Wyllie
    • Marketing Manager – Retail and Trade – Nola Melamet
    • Marketing Coordinator – Kate Compton
  • Creative Agency – Bashful
    • Creative Director – Tim Chenery
    • Senior Copywriter – Dan Barrett
    • Strategy Director + Partner – Strategy Director
    • Senior Account Director – Felicity Andrews
    • Producer – Amanda Collins
  • Production Company – The Otto Empire
    • Director – Luke Shanahan
    • Executive Producer – Cathy Rechichi
    • Producer – Linzee Harris
  • Post Production – The Editors
  • Sound – Sonar Sound
  • Casting – i4 Casting
  • Media Agency – MediaCom
    • Client Partner – Michael Waymouth
    • Group Client Services Director – Tom Charles
    • Client Director – Chelsea Dominski
    • Marketplace- Investment Director – Emma Smallwood
    • Marketplace – Investment Senior Executive – Lindsay Beeren
    • Marketplace – Digital Investment Manager – Nicolas Hinchley
    • Marketplace – Digital Investment Executive – Steward Hansen

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