Silversea Cruises has launched its first international television commercial in a bid to inspire curious travelers to rediscover the world. The promotion is part of a multi-channel advertising campaign that includes print, digital and social media. The 30-second commercial began to appear on major national television networks and streaming platforms in the U.S. and the U.K. from September 27, 2021, and will be rolled out in markets around the world.
The TV commercial is conceived by Silversea’s global creative director José M. Vuolo. Silversea collaborator and famed photographer Steve McCurry features as the commercial’s protagonist, appealing to viewers to embrace their desire to reconnect with the world’s authentic beauty. From his suite aboard the Silver Spirit, McCurry pens an open invitation, addressed “To the Curious,” in which he writes: “To all of you who have been yearning to travel: It’s time. The world is reopening. Open up to the world.”
The advertisement focuses on journeys to discover the Earth’s “most precious things,” which “aren’t things at all.” The photography expresses the beauty that can be found at "the edges of the world”—from mountaintops in Bhutan and the wonderlands of Antarctica to wildlife and ancient cultures. These are the types of places and natural treasures that curious travelers are eager to rediscover as the world reopens.
See the commercial here:
In a press release, Vuolo said, “Our new ‘To the Curious’ campaign was designed to empower travelers to indulge their passion for travel with new eyes. A born storyteller with the soul of an explorer, Steve McCurry was the perfect subject for the commercial: Steve is a passionate traveler who is encouraged to seek out the world’s most enriching moments — much the same as our guests. Steve’s unique take on the world builds feelings of excitement and hope, marking a new beginning in travel. Steve’s images are honest, captivating, and inspiring, but most importantly they convey the world in its most authentic form. In the same spirit, our new television commercial showcases the near-endless range of enriching experiences that our voyages unlock. With the reopening of the world, our guests have a renewed hunger to travel to new places, immerse themselves into new cultures, and experience new things.”
McCurry is a long-term ambassador of Silversea Cruises. Since the launch of his creative collaboration with the cruise line in 2017, the photographer has undertaken more than 25 immersive journeys with Silversea, capturing more than 500 images of cultures, landscapes and unique moments around the globe.
The recipient of more than 40 international awards, documentary maker Denis Delestrac directed and—in collaboration with ZETA SRL—co-produced the commercial. In 2001, after having worked as a writer and photographer in France and the U.S., Delestrac switched his career to documentary filmmaking in India, where he first me McCurry—with whom he made his first short documentary. Delestrac has previously worked with Silversea and McCurry on several projects.
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