TBWA London takes surreal approach in latest Cunard work

TBWA\London has created a national press and radio campaign for the cruise operator Cunard.

The ads take the unusual approach of not showing any cruise ships or shots of holiday locations.

Instead, the creative employs a surreal, timeless feel, using the line: "Float off somewhere."

One press ad features an image of a moon that appears to be floating away with a string attached to it like a balloon.

The radio campaign consists of three 40-second spots that feature relaxing sounds such as whale songs, wind chimes and breaking surf.

The campaign was written and art directed by Nick Hutton and Rob Turner. Media was handled by Manning Gottlieb OMD.

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content


1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).