MSC Cruises will run its first Super Bowl ad, a 60-second spot featuring actors Drew Barrymore and Orlando Bloom that shows off its upcoming newbuild.
The ad, airing during the Feb. 9 game on Fox, kicks off a U.S. brand campaign that will showcase the MSC World America, debuting in April and sailing cruises from Miami in its inaugural season.
Barrymore and Bloom will play vacationers aboard the MSC World America who have commandeered the piano in the MSC Yacht Club's Top Sail Lounge. Bloom offers his critique as Barrymore belts out her best rendition of the Madonna song "Holiday," which is also the new MSC brand campaign's musical signature. The Yacht Club is MSC's upscale ship-within-a-ship offering.
MSC said the ad was designed to highlight what sets MSC apart from other cruise lines.
"The fun dynamic between Drew and Orlando in our Big Game commercial is a great representation of MSC World America -- which combines European design and authentic experiences with everything Americans have come to expect from a cruise -- to offer an unmatched vacation," said Suzanne Salas, MSC Cruises USA's senior vice president of marketing, e-commerce and sales. "We want to give America a glimpse of all the unique features our new ship has to offer, through Drew and Orlando's eyes."
The MSC World America will sail seven-day eastern and western Caribbean cruises, all of which will visit the line's private Bahamian destination, Ocean Cay MSC Marine Reserve.