• by Fern Siegel , January 9, 2025

MSC Cruises is making its maiden voyage to the Super Bowl.

The 60-second spot, starring two as-yet unnamed celebrities, will spotlight the line's newest flagship — MSC World America — debuting in Miami on April 12.

Highdive produced the creative, which kick-starts a national marketing campaign. The ad centers on the line's commitment to the U.S. market. It also features the MSC Yacht Club, offering enhanced luxury suites and butler service, and the Ocean Cay MSC Marine reserve, a private island destination in the Bahamas.

Suzanne Salas, executive vice president, marketing, ecommerce-sales, MSC Cruises USA, said: “We offer the experience of a lifetime, seamlessly blending European style with American comfort. The Big Game provides an unmatched platform to showcase our first campaign and first ship designed specifically for North American guests.”

The ship will offer seven-night Eastern and Western Caribbean cruises, which will call at Ocean Cay MSC Marine Reserve.

Later in the year, the line will begin offering cruises from Galveston, Texas, followed by sailings to Alaska in the summer of 2026.

Headquartered in Geneva, Switzerland, MSC Cruises is the world’s third-largest cruise line.

Highdive's client work also includes Jeep, Clermont Steep, Frito Lay and Mentos.