Mermaid and astronaut find love in ad for Dream Cruises targeting Chinese holidaymakers

Leo Burnett China is behind a new commercial to launch Dream Cruises in China that uses a love story between an astronaut and mermaid as the central creative theme.

The ad is billed as a bold departure from the norms of the category, where brands are typically promoted with cruise ship video tours.

The fantastical story “conveys the luxury, sophistication and elegance of the Dream Cruises brand and serves as a powerful metaphor for its brand purpose of bringing dreams to life,” according to a press release from the brand. The mermaid is part of Dream Cruises’ logo and features on the hull of its first ship, Genting Dream.

Dream Cruises’s VP of brand marketing and communications Eric Leong said: “There seemed no better way to launch our brand than by bringing to life our brand icon, the mermaid, and the incredible story of our hull artwork.”

“The seemingly impossible romance between a mermaid and an astronaut is imaginative, captivating and inspiring – and these are all elements that we believe represent the experience of a luxury cruise on board Dream Cruises,” he said.

The mermaid reaching out to the astronaut is also featured in a poster. The campaign is to run as 30 and 15 second spots on traditional and online broadcast channels, supported by outdoor, digital and social media. An minute-long version of the ad being is also to launch in due course.

Where Dreams set sail poster


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