Royal Caribbean has become the
first advertiser to employ NBCUniversal’s new “Must Hear TV” advertising format, announced in June during the Cannes International Festival of Creativity.
The cruise
line’s 30-second spot begins with four seconds of black screen with rushing water sounds in the background, followed by white-type messages appearing on the black background: “This is
turning it up a notch,” and “Without your remote.”
The spot then moves into footage of people enjoying a water slide at Royal Caribbean’s Perfect Day private-island
resort at CocoCay in the Bahamas.
The ad debuted in prime time on NBC on Sept. 26, and will also be aired on USA Network, Bravo and E!