Royal Caribbean International has just come up with a brilliant, never-been-done-before TV campaign designed to show cruise ship vacations from the guests' perspective. The TV spots are from Havas/Arnold in Boston, and will run on network and cable TV. The "Create your own adventure" campaign continues the mind numbing "Get out there" series Arnold has produced since winning the account. Each spot mimics a home video made by people taking a cruise. Now, listen to this gem of corporate BS from company SVP of marketing hack, Alice Norsworthy. "The new ad campaign uses an innovative twist on the 30-second TV spot by marketing to current and potential customers through the guest perspective," "Guests relay first-person accounts of their unforgettable cruise experience onboard our ships through home movies that they personally captured during their vacation, providing a unique way for us to communicate our brand messages." Wow, pardon me while I get my breath back after that non-stop verbal diarrhea… Listen, Alice Baby… That’s not new or unique! The “Home-Movies” shtick has been consistently beaten to death for well over forty years. I should know… I did it for the Aruba Tourist Board forty years ago... And it wasn't shot on videotape, it was shot on Super8mm... Anyone remember that? 
Welcome aboard the cruise ship Titanic. WE trust you will enjoy the voyage!
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