MSC Cruises commercial will be 'playing' in the Super Bowl

MSC Cruises will join the big brands airing Super Bowl commercials on Feb. 9 with an ad starring two celebrities who'll travel on its US-debuting MSC World America.

The 60-second spot is by Chicago indie creative agency Highdive which, according to AdWeek, is behind a 'long line of beloved Super Bowl ads,' including comical ones for Jeep, Rocket Mortgage and Lay's.

Ship blends 'the familiar with the fresh'

The MSC commercial will profile MSC World America, set to enter service from the line's new PortMiami terminal, in April. It will show how the ship offers a vacation that blends 'the familiar with the fresh and allows travelers to discover the world through a new lens.'

Kicks off nationwide campaign

The ad kicks off a nationwide marketing campaign highlighting MSC's mix of 'European style and American comfort.'

Other campaign elements play up MSC's commitment to the US market by basing its biggest, newest ships at a growing number of homeports, amenities designed for American tastes, the MSC Yacht Club luxury experience and Ocean Cay MSC Marine Reserve with activity and amenity enhancements coming in early 2025.

'Our message is clear: a cruise vacation with MSC Cruises goes far beyond traditional expectations,' said Suzanne Salas, EVP marketing, e-commerce & sales, MSC Cruises USA.

Unmatched platform

She added the Super Bowl provides an 'unmatched platform to showcase our first campaign and first ship designed specifically for North American guests.'

MSC World America's naming festivities are set for April 9 alongside the new PortMiami terminal, the world's largest cruise facility.

Starting with its first revenue cruise on April 12, MSC World America will operate weeklong eastern and western Caribbean sailings, all calling at Ocean Cay MSC Marine Reserve.

Later in the year, MSC Cruises is scheduled to begin sailing from the Port of Galveston's new fourth cruise terminal, followed by the addition of Alaska sailings from the Port of Seattle in summer 2026.