New campaign invites cruisers to get 'Funderstruck' on Carnival

Built upon Carnival’s 'Choose Fun' brand platform, Funderstruck conveys the unapologetic fun people can share together on a cruise.

NBA Christmas Day games and Times Square New Year's Eve

Carnival will introduce Funderstruck first through CRM and owned social followed by a series of back-to-back campaign activations during two pivotal holiday cultural moments. The first spots will air on ESPN and ABC during the NBA Christmas Day games, in addition to game and pre-game sponsorships. Funderstruck will then feature prominently with Carnival sponsoring the iconic Times Square New Year’s Eve Celebration, through a collaboration with ABC and the New York Times Square Alliance.

Fully integrated campaign

In addition, the Funderstruck message will be used across all Carnival-owned channels, out of home placements in key port and feeder markets and 15-second and 30-second national TV commercials. Digitally led efforts will be highlighted by streaming video, streaming audio, podcasts, high impact display and video efforts, and social presence across TikTok, Snapchat, Instagram and Facebook.

In several spots, travelers enjoy the many Funderstruck experiences, from riding BOLT, the first roller-coaster at sea to simply eating ice cream — most notably, with other passengers who share a sense of euphoria in being together again.

'Funderstruck is the unmistakable feeling when you choose fun on Carnival, and the kind of joyful experience essential to people’s health and happiness,' said Carnival's Pete Callaro, SVP brand and product marketing. 'Carnival cruises are the perfect vacation to enjoy with those you’ve missed having fun with over the past year.'

Created by Anomaly

The campaign, created by Anomaly, extends the Choose Fun campaign that launched in 2018. All paid media and integration elements were created by Initiative and supported by the public relations consultancy LDWW.

Carnival expects to finish 2021 with 19 of its ships back in service and all 22 of its US-based vessels and 10 of its year-round homeports operating in March, in time for the line’s 50th birthday. The line will also take delivery of two more ships in 2022, Carnival Celebration and, transferred from sister brand Costa Cruises, Costa Magica.