Creativity

A Mermaid Romances an Astronaut In This Offbeat Cruise Line Ad

Dream Cruises Apparently Wants to Stand out From the Competition With Film From Leo Burnett

By Angela Doland. Published on Sep 20, 2016

Editor's Pick

Dream Cruises, a new luxury line from Asia, debuts in November. There are a lot of cruise companies suddenly targeting China's travelers, and this company is trying to stand out with a poetic, out-there spot showing an astronaut falling for a mermaid with sea-green hair.

Leo Burnett China was inspired by Chinese pop artist Jacky Tsai, whose artwork covers the hull of the inaugural cruise ship. The mermaid and astronaut also turn up in a smaller version of Mr. Tsai's artwork that's on board. That's visible near the end of the 70-second spot, after the otherworldly lovers bow out (and the ad abruptly starts selling the ship).

The agency sees the love story is a "metaphor for the cruise line's promise to 'bring dreams to life." Shorter versions of the video were released last month and had 550,000 online views in a week. On social media, the brand asked people to write an ending to the lovers' story for a chance to win trips.

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About

Credits

Date
Sep 20, 2016
Agency:
Leo Burnett China
Chief Creative Officer:
Victor Manggunio
Client:
Dream Cruises
Head of Creative:
Takho Lau
Group Creative Director:
Eric Sun
Associate Creative Director:
Godd Kot
Associate Creative Director:
Young Yang
Senior Copywriter:
Dora Tsao
Senior Art Director:
Botang Gu
Director of Client Services:
Matthew Cheng
Business Director:
Bianca Tam
Senior Account Executive:
Lily Dai
Senior Producer:
Joey Mok
Film Director:
Gabe Ibañez
Production Company:
Sixtoes
Co-Production Company:
The Brownie Film
Post Production Company:
Glassworks Barcelona

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