Celebrity Cruises teams with Genero to create Channel 4 ads

Celebrity Cruises has partnered with Channel 4 and Genero, the online community of filmmakers, to launch a TV campaign.

The film presents "a different view" of cruising and tempts viewers with onshore locations such as Provence, Andalucía, Florence and the Amalfi Coast. It blurs the boundary with the onshore experiences.

Real holidaymakers and locals feature in the ad, no actors were used.

The ad was made by Johnny Langenheim, a Spanish filmmaker, Josh Lipworth, a filmmaker on the Amalfi Coast, and directed by James Morgan. Goodstuff handled the media planning and buying.

Toby Shaw, the marketing and PR director at Celebrity Cruises, said: "The new film combines all our award-winning assets – food, wine, on-land adventures, spas and cutting edge design – in a truly authentic fashion.

"Shot using real guests and crew on-board one of our ships, viewers enjoy a true taste of Celebrity Cruises."

The campaign aired during the first ad break of the new series of Homeland tonight (11 October). It will run across Channel 4, More 4, Film 4, video-on-demand, social, display and paid search in October and November.

Darren Khan, the managing director at Genero, said: "The film was pulled together with very small teams of talented filmmakers, without the need to fly a huge production team around Europe.

"That’s what our new model of video content production offers brands and agencies, they can very quickly tap into 300,000 directors in basically any country on the planet."

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