P&O Cruises takes top Christmas Day ad spot and reveals sponsorship of Channel 4’s Adventures on 4
The next episode in the series of P&O Cruises “moments that matter” advertising campaign will air in the hero spot in Coronation Street on Christmas Day and will then run alongside the company’s new sponsorship of Channel 4’s ‘Adventures on 4’ programming strand starting in 2022.
In a brand-first, P&O Cruises sponsorship of Adventures on 4 will begin on January 1, 2022 and run for 12 months. It will include idents and sponsorship of All 4 on demand programming.
The deal will see P&O Cruises sponsor some of the channel’s most popular programmes including Hunted, Celebrity Hunted for Stand Up To Cancer, Guy Martin programmes and Sue Perkins’ Big American Roadtrip.
The new TV ad, featuring a father and daughter on holiday in the Caribbean, is the next instalment of the current brand campaign for P&O Cruises, capturing the collection of small, personal memories that make holidays meaningful and memorable. Each episode in the campaign features real-life hero relationships, so the affection between father and daughter is authentic and heartfelt.
Shot in the Caribbean, ‘The Big Kid’ features a daughter lovingly recounting a day with her father exploring the island of Barbados and snorkelling with a turtle. It is told through first person snapshots and the moments that make holidays live on in the memory.
P&O Cruises president Paul Ludlow said: “A holiday with P&O Cruises can be the ultimate adventure including a foodie exploration of different cultures or an active and thrilling journey through different countries. This Adventures on 4 sponsorship aligns us with some of the UK’s most watched shows and will whet the appetite for adventures at sea as it reaches a new audience for us.
“We are also delighted to see the second ad in this year’s campaign which brings to life more holiday moments that matter and encapsulates precious memories.”
The ad was created by creative agency SNAP LDN , alongside production company Some Such, and is the second of the series following from the first ad, which saw a couple re-connecting on a night on board a P&O Cruises ship. Following the premiere of the new 40” ad the longer 60” version will be screened in UK cinemas in January. Media planning and buying was handled by Wavemaker. Filming for future episodes in the campaign is underway.
The new TV ad can be viewed here https://vimeo.com/656587739/ba8faf9bf9