Dial S for Shellphone
Once in a while an advertising campaign reminds you of how much fun advertising can be. Both for the people who create it and the people who consume it.A campaign promoting Royal Caribbean cruises has just opened in New York.
The campaign imagines the sea calling would-be vacationers courtesy of a contraption called a 'shellphone' through which the sea speaks to you when you put your ear to it(
link to television commercial)
The shellphone speaks to you using a Sea G network(the rare subtle pun).
Other examples of good copy: "Our Rollover Plan: Tan Front Then Back" "You Don't Recharge It. It Recharges You"
The campaign's theme is "The Sea is Calling. Answer it Royally"
Now while "The Sea is Calling' fits the campaign like a glove "Answer it Royally" stands out like a sore thumb.
I can see the client's marketing team in a moment of near fatal weakness insisting on it. All that the "Answer it Royally" bit accomplishes is to advertise the insecurity of the brand. Wasn't the logo enough?
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