Ultra-luxury cruise line Silversea Cruises has launched its first international television commercial, inspiring curious travellers to rediscover the world.
Part of an integrated, multi-channel advertising campaign that includes print, digital and social media, the 30-second spot began appearing on major national TV networks and streaming platforms in the US and the UK late last month, before being rolled out in markets around the world.
The TV commercial, conceived by Silversea’s global creative director, José Vuolo, and created by the Deloitte-owned ACNE Milan, invites curious travellers to rediscover the world with a renewed passion.
Silversea collaborator and world-renowned 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 commercial focuses on journeys to discover the Earth’s “most precious things”, which “aren’t things at all”.
Captivating photography expresses the beauty that can be found at “the edges of the world” – from mystical mountaintops in Bhutan and the frozen wonderlands of Antarctica, to graceful wildlife and untouched ancient cultures.
“Silversea is facing its greatest expansion ever,” said Barbara Muckermann, chief commercial officer at Silversea.
“But this growth coincides with a very peculiar moment in the history of travel.
“The doors of the world were shut on us; now they’re reopening and it’s our responsibility as the leading ultra-luxury cruise line to reignite our guests’ passion for discovery and let them know it’s time to start exploring again safely, which is perhaps the greatest luxury of all right now.
“‘To the Curious’ is our mantra and our first international television campaign will appeal to curious travellers around the world.
“After all, our guests are travellers, not tourists; they collect interactions with people and experiences, not monuments. Curiosity is their common denominator, their driving force.”
Muckermann said the new TV commercial enforces this concept with “beautiful insights into the most remarkable destinations around the world”.
“This is complemented by our print campaign, which showcases an especially breathtaking selection of images shot by Steve while he was travelling with us,” she added.
“These images are an invitation, almost, though there is hardly a need for one. People are ready to go.”
Vuolo said the ‘To the Curious’ campaign was designed to empower travellers 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,” he said.
“Steve is a passionate traveller 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. Since the launch of his creative collaboration with the cruise line in 2017, the award-winning photographer has undertaken more than 25 immersive journeys with Silversea, capturing more than 500 images around the globe.
“It felt great to be back on board a Silversea ship again, to film this commercial and to continue our close collaboration as the world reopens,” he said.
“My curiosity as a traveller encourages me to journey on; my travels with Silversea offer the chance to dive deep into the world, into the heart of fascinating cultures, wild landscapes, and warm-hearted communities.
“Silversea’s television commercial will resonate with those who share my passion for discovery.”
Celebrated documentary maker Denis Delestrac directed and – in collaboration with ZETA SRL – co-produced Silversea’s TV commercial. Delestrac has previously worked with Silversea and McCurry on a variety of projects.