Carnival Cruise Line's latest advertising campaign has put an interesting spin on things, especially this advertisement in particular. The advertisement, developed by Arnold Worldwide, almost imitates Febreze advertisements by emphasizing an individual taking a long whiff of various surfaces, (conveniently highlighting various features of the ship) while also trying to be humorous by comparing the new ship smell to the more commonly known "new car smell." For clarity the line's two newest ships and their home ports are flashed momentarily at the end.
The point of this new particular ad, as well as the campaign, is quite simple. The campaign itself emphasizes fun, while this particular ad highlights their new - and still new smelling - vessels. Personally, I find this to be a clever way to play on the "new car smell" that people would normally find attractive, thus opening the target audience to more than just experienced cruisers. The ad also targets experienced cruisers encouraging them to take a look at the new ships and also enjoy the "new ship smell."
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