MSC Cruises is diving into uncharted waters with its first-ever Super Bowl advertisement, set to air on February 9 during the Big Game on Fox. This bold move marks a milestone for the European-based cruise line as it seeks to captivate the American market. The 60-second spot, starring Hollywood icons Drew Barrymore and Orlando Bloom, serves as a playful introduction to MSC’s upcoming ship, the MSC World America, and the brand’s innovative approach to cruising.
The ad places Barrymore and Bloom as vacationers aboard the MSC World America, where their camaraderie and antics unfold in the exclusive MSC Yacht Club’s Top Sail Lounge. The two stars humorously take over the piano, with Barrymore enthusiastically performing Madonna’s iconic hit “Holiday,” the anthem for MSC’s latest brand campaign. Bloom adds a comedic touch by playfully critiquing her performance, creating a lighthearted and relatable moment for viewers.
This clever use of celebrity charm and humor underscores the essence of the MSC World America: a blend of European elegance with American vacation style. By enlisting two globally recognized stars, MSC Cruises is aiming to position itself as a premium yet approachable choice for U.S. travelers.
The MSC World America is more than just a new ship it’s a statement of MSC Cruises’ commitment to redefining the cruise experience for American travelers. Scheduled to debut in April, the ship will embark on seven-day eastern and western Caribbean itineraries from Miami. Every voyage includes a stop at the line’s private Bahamian retreat, Ocean Cay MSC Marine Reserve, where guests can bask in pristine beaches and immerse themselves in eco-friendly activities.
One of the standout features of the ship is the MSC Yacht Club, an exclusive “ship-within-a-ship” concept offering a luxurious escape complete with private suites, butler service, and dedicated dining venues. This elevated experience is highlighted in the ad, reflecting MSC’s emphasis on catering to travelers who seek both adventure and refinement.
Suzanne Salas, Senior Vice President of Marketing, E-commerce, and Sales for MSC Cruises USA, emphasized the importance of making a lasting impression with this campaign. “The fun dynamic between Drew and Orlando in our Big Game commercial is a great representation of MSC World America,” Salas said. “We want to give America a glimpse of all the unique features our new ship has to offer, through Drew and Orlando’s eyes.”
Salas also noted that the campaign aims to differentiate MSC Cruises from its competitors by showcasing its fusion of European design and American vacation expectations. This approach reflects MSC’s strategic efforts to expand its foothold in the U.S. market, where the cruise industry is highly competitive.
As one of the largest cruise lines in the world, MSC Cruises has already established itself as a major player internationally. However, its presence in the U.S. has been relatively understated compared to giants like Carnival and Royal Caribbean. The Super Bowl ad is a clear signal that MSC is ready to compete on a larger stage.
The decision to air the commercial during the Super Bowl arguably the most-watched television event in the U.S. demonstrates the brand’s confidence and ambition. By combining the star power of Barrymore and Bloom with the allure of its newest ship, MSC is making a calculated play for the hearts of American travelers.
With the launch of the MSC World America and its debut Super Bowl ad, MSC Cruises is charting a course for growth and innovation in the U.S. market. The combination of celebrity appeal, a luxurious new ship, and a strategic marketing campaign positions MSC to attract a new wave of travelers looking for unique and memorable cruise experiences.
As the MSC World America prepares to set sail this April, all eyes will be on the impact of this groundbreaking ad. Will it successfully anchor MSC Cruises as a top choice for American vacationers? If the humor, elegance, and star-studded charm of its Super Bowl debut are any indication, the journey ahead looks promising.
