The campaign will start with a teaser trailer on Dec. 18 in Italy, France, Spain, Germany, Switzerland and Austria, with the full ad breaking Dec. 24.
Shakira will appear in a mysterious love story with a twist, set in Amalfi. The style is film-like, with allusions to Italian arthouse cinema, in particular Federico Fellini. In a dreamlike atmosphere, the images evoke some typical elements associated with the Italian lifestyle, such as elegance, beauty, charm and joy—emotions that can be experienced on a Costa cruise. The music will use the most famous theme from the soundtrack composed by Nino Rota for Fellini's 'Amarcord.'
'We have created a fully-fledged short film with a very distinctive Italian style, drawing on the emotions and the dream aspect our cruises offer, in an evocative, playful way,' said Costa's Luca Casaura, svp global & strategic marketing.
There are elements that carry on from the last campaign, Casaura said was a big success. 'This explains why we chose a great star like Shakira to take the leading role and why we decided to continue with the slogan: “Benvenuti alla Felicità2,” which accurately conveys the promise we make to people choosing to go on holiday with Costa,' he added.
The film, which will air in formats of two minutes, 60 seconds, 30 seconds, 20 seconds, 15 seconds and 10 seconds, was directed by Jaume de Laiguana, who created some of Shakira’s most famous music videos.
The launch will be extensive, using mainly TV in Italy, France and Spain, and social media in all countries, as well as the Internet and digital advertising. The campaign also will be adapted for point of sales materials for Costa's main travel agency partners, with themes drawing on the new creative concept.
The advertising was developed in partnership with creative agency Young & Rubicam Spain, led by executive creative director Manu Diez. Costa's Global & Strategic Marketing Department contributed to the effort.