Special US has turned a no children rule on cruises with Virgin Voyages into a global protest campaign.
The campaign’s hero spot, No Kids On the Ocean, is shot 80s music video-style, juxtaposing angry kids singing about being left behind set against shots of the new luxury vessels and parents enjoying their holiday.
This is Special US’s first creative execution for the cruise line with a new brand platform launching soon.
The work is a reminder that parents do a lot for their children, and sometimes the best way to celebrate them is to take a kid-free break.
“After being cooped up with their kids over the past few years, it’s only fair that parents get what they really want. A break,” said William Gelner, chief creative officer at Special US.
“Virgin Voyages are adult only, so we thought it would be fun to show the kids’ perspective on that.”
The campaign breaks this week in the US, Australia and UK and includes TV, digital, and paid social. V
irgin Voyages recently launched its fourth cruise ship, Brilliant Lady, which joins the ranks of the other three vessels that are sailing this summer.
Justin Terry, senior director of growth and marketing at Virgin Voyages: “Parents know that sometimes the best thing they can do for their kids is to take care of themselves first."
Lyrics:
Solo:
Mama, Papa, why's your suitcase packed, but not mine?
How could you leave us kids behind?
Solo:
Parents are going on a cruise without us kids,
And we know whose fault this is.
Kids:
Virgin Voyages says we can’t cruise til we’re 18,
Which makes us shake, shake, shake like we’ve had caffeine.
Chorus:
Virgin Voyages says no kids on the ocean,
So we’re causing a commotion.
Kids:
You’ll be sipping cocktails under a starlit night,
While we’re back home, without an invite.
Kids:
Sure, you’ve earned a gourmet spread,
But we’re experiencing existential dread.
Solo:
Adults, enjoy the cruise, we know you deserve it,
But the fact we can’t go is total bullsh— (FOGHORN)
CREDITS
VIRGIN VOYAGES
Chief Brand Officer
Nathan Rosenberg
Senior Director, Growth & Brand
Marketing
Justin Terry
Creative Director
Christian Schrader
Copywriter
Bailey Edwards
Brand Director
Kris Klank
Producer
Kathy Boos
SPECIAL GROUP
CCO, Partner
William Gelner
Creative Director
Alice Blastorah
Creative Director
Will Decher
Sr. Writer
Lex Singer
Account Director
Lauren Keeton
Head of Production
Esther Perls
Head of Business Affairs
LT Ware
Head of Strategy
Kelsey Hodgkin
PRODUCTION :: TOOL OF NA
Director
Win Bates
President
Dustin Callif
Managing Director
Nancy Hacohen
Senior Executive Producer
Laura Macauley
Line Producer
Nicole Acacio
Director of Photographer
Garrett Shannon
Production Designer
William Pierce
MUSIC :: NEW MATH
Creative Director
Raymond Lowery
Executive Producer
Kala Sherman
Creative Director
David Wittman
Producer
Jake Falby
Composer
Sam Skarstad
EDIT :: WORK EDITORIAL
Editor
Stewart Reeves
Assistant Editor
Kenneth Munoz
Producer
Chandler Raub
VFX/FINISHING :: THE MILL
Lead Flame
Rob Ufer
Executive Producer
Karena Ajamian
Senior Producer
Stephanie Allis
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