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Celebrity’s ‘Wonder Awaits’ campaign to debut during Emmys

celebrity advertising
Images from 'Wonder Awaits'
Evoking wonder and intrigue while breaking category conventions, Celebrity Cruises’ brand campaign from new agency Lucky Generals is called ‘Wonder Awaits.’

The first advertisement will premiere Sunday across key markets at the 71st Emmy Awards. A campaign preview is here.

Psychedelic music, dreamlike experience

Produced by Iconoclast and set to Jefferson Airplane’s 1967 psychedelic hit ‘White Rabbit,’ the spot follows a woman on a voyage of discovery through a dreamlike wonderland of dining, cocktails, Eden-istic experiences and comfortable accommodations — all on Celebrity Edge.

‘Wonder Awaits’ aims to bring the experience of cruising with Celebrity to life in a dramatic, beautiful way, according to Peter Giorgi, the line’s chief marketing officer.

Providing guests a break from reality

‘We wanted to show how unexpected moments, impeccable service and stunning design create a trip that is truly wonderful, and provides our guests with a break from reality, even just for an instant,’ Giorgi said.

James Fox, managing partner of Lucky Generals in New York, added the goal was to show Celebrity as a ‘modern and progressive brand with an incredible and unique product. We hope to convey the same feelings of wonder and intrigue you get from being on a Celebrity cruise, in a fresh way.’

Lucky Generals

‘Wonder Awaits’ is Celebrity’s first campaign with Lucky Generals, which won the account in fall 2018. The campaign comes hot off the splashy Celebrity Edge launch and aims to highlight the Celebrity brand’s distinction.

In addition to the flagship 60-second spot that premieres Sunday, the work will span several creative mediums over the coming months, including additional 30- and 15-second spots, high-profile luxury and lifestyle print placements, billboards and more.

Founded in London, Lucky Generals opened a New York office this year. Clients include Amazon, AB Inbev, Funding Circle and The Co-op.