Costa Cruises, mega cruise ships, Penelope Cruz, marketing, star, actress, mermaid, ads, film, social media, campaign
Photo: Costa Cruises

Penélope Cruz to star in new Costa ads

A short film is being created at varying lengths in which the famous actress stars as a mermaid.

Costa Cruises has revealed it is launching a new advertising campaign featuring Spanish actress Penélope Cruz.

The new international ad campaign will feature Cruz as a mermaid “who, bewitched by the sound of a Costa ship, decides to go aboard through a ‘magic passage’ and experience the excitement and ‘happiness squared’ that are part and parcel of a cruise holiday,” the Italian cruise lines gushes.

“Penélope Cruz is the ideal representative for Costa Cruises because she embodies perfectly the spirit and beauty of a Mediterranean holiday onboard our ships,” says Luca Casaura, Costa Cruises senior vice president for global and strategic marketing.

“She is cheerful and genuine, and is also known for her great professionalism. In fact, the aim of this advertising campaign is to communicate that a cruise is a magical holiday, the only one that allows people to discover the world from the unique perspective of the sea – so much so that even a mermaid is enchanted enough to go aboard.”

As for the sound for the ad, Casaura concludes: “And finally the music, the original version of Sapore di Sale by Gino Paoli, the perfect soundtrack that instantly recalls memorable holidays in true Italian style.”

Shakira director
The campaign clip will be created at different lengths ranging from 15 to 60 seconds and has been directed by Spanish designer, director and producer Jaume de Laiguana, who is known for a number of short films and videos starring Shakira.

Produced with the marketing company Young & Rubicam Spain, the new ads will also be supported by a social media campaign.

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