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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.”

Credits:

  • 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
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