Stress and horror of dentist’s chair used to promote P&O Cruises’ ‘short break’ holidays

People in various states of distress while at the dentist, being waxed and lifting weights are being used to promote P&O Cruises’ ‘short-break’ offering, which “offers a “full-size holiday in just three days”.

Bashful created the ‘Sometimes We All Need a Short Break’ campaign with the aim of highlighting how Australians can escape everyday stress with just a short holiday.

The campaign features three 15-second spots which show people taking a break from having a painful wax, going to the dentist and wanting to take a break from weightlifting.

Narelle Riley, marketing director at P&O Cruises, said in a statement: “Australians are taking more short breaks than ever before, and as the brand that has pioneered three and four-night cruising in this market, we want to put our mark on this fast growing category.

“We love the simplicity of the ‘Sometimes We All Need A Short Break’ proposition and its ability to deliver a fun and engaging campaign.”

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

Tim Chenery, creative director at Bashful, added: “Everyone needs a short breather once in a while. Work can be hard and life can be stressful – we can all relate to that. P&O Cruises makes getting away from the everyday easy. We had fun pushing this simple insight into something that made us smile.”


  • P&O
    VP Sales & Marketing: Ryan Taibel
    Marketing Director: Narelle Riley
    Marketing Manager, Brand & Content: Nicola Wyllie
    Digital Marketing Lead: Madeline Wong
    Marketing Coordinator: Kate Compton
    Senior Public Relations Manager: Lyndsey Gordon
  • Bashful
    Creative Director: Tim Chenery
    Senior Copywriter: Daniel Barrett
    Designer: Simon Macias
    Strategy Director: Guy Marshall
    Strategist: Samuel Rees
    Client Services Director: Jade Ramsey-Elliot
    Senior Account Director: Felicity Andrews
  • Production
    Production Company: Eight
    Director: Steve Saussey
    Producer: Nick Kelly
    DOP: Rob Marsh
    Post-Production: The Editors
    Editor: Stu Morley
    Sound: Sonar
    Casting: i4 Casting
  • MediaCom
    Client Director: Chelsea Dominski
    Group Client Services Director: Tom Charles
    Client Partner: Michael Waymouth
    Group Strategy Director: Bart Hodgen
    Marketplace – Investment Director: Emma Smallwood
    Marketplace – Investment Senior Executive: Lindsay Beeren
    Marketplace – Digital Investment Manager: Nicholas Hinchley
    Marketplace – Digital Investment Executive: Stewart Hansen

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.