Silversea Cruises has launched its first international television commercial, inspiring curious travelers to rediscover the world. As part of an integrated, multi-channel advertising campaign encompassing print, digital, and social media, the 30-second TV spot will air on major national television networks and streaming platforms in the United States and the United Kingdom starting September 27, 2021, before rolling out to markets worldwide.
The television commercial, conceived by Silversea's Global Creative Director, José M. Vuolo, invites curious travelers to rediscover the world with renewed passion. Silversea collaborator and world-renowned photographer Steve McCurry, whose photographic storytelling embodies the guests' spirit of curiosity, stars in the commercial, urging viewers to embrace their desire to reconnect with the world's authentic beauty. From his suite aboard the ultra-luxurious Silver Spirit, McCurry writes an open invitation, addressed "To the Curious," saying: "To all who have been yearning to travel: The time has come. The world is reopening. Open yourselves to the world.".
The television commercial focuses on journeys to discover Earth’s “most precious things,” which “aren’t things at all.” Captivating photography expresses the beauty to be found at “the ends of the earth,” from the mystical mountain peaks of Bhutan and the icy wonders of Antarctica to graceful wildlife and untouched ancient cultures. These are the kinds of places and natural treasures that curious travelers are eager to rediscover as the world reopens, and which Silversea unlocks with its celebrated blend of service excellence and luxurious comfort.
“Silversea is facing the biggest expansion in its history,” says Barbara Muckermann, Chief Commercial Officer of Silversea. “But this growth coincides with a very peculiar moment in the history of travel. The world’s doors were closed to us; now they are reopening, and it is our responsibility, as a leading ultra-luxury cruise line, to reignite our guests’ passion for discovery and let them know that the time has come to safely explore again, which is perhaps the greatest luxury of all right now. Our mantra is ‘For the Curious,’ and our first international TV campaign will appeal to curious travelers around the world. After all, our guests are travelers, not tourists; they collect interactions with people and experiences, not monuments. Curiosity is their common denominator, their driving force. Our TV commercial reinforces this concept with beautiful glimpses of the world’s most outstanding destinations. This is complemented by our print campaign, which features a particularly stunning selection of images taken by Steve while traveling with us. These images are almost an invitation, though hardly necessary. People are ready to go.”.
José M. Vuolo, Creative Director at Silversea, says: “Our new ‘To the Curious’ campaign was designed to help travelers rediscover their passion for travel with fresh eyes. Steve McCurry, a natural storyteller with the soul of an explorer, was the perfect subject for the ad: Steve is a passionate traveler who is driven to seek out the world’s most enriching moments, just like our guests. Steve’s unique perspective on the world evokes feelings of excitement and hope, marking a new beginning for 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 TV commercial showcases the almost endless array of enriching experiences that our travels unlock. With the world reopening, our guests have a renewed hunger to travel to new places, immerse themselves in new cultures, and experience new things.”.
Steve McCurry is a long-time and valued ambassador for Silversea Cruises. Since launching his creative partnership with the cruise line in 2017, the award-winning photographer has undertaken more than 25 immersive voyages with Silversea, capturing over 500 images of intriguing cultures, breathtaking landscapes, and unique moments around the world.
“It felt wonderful to be back aboard a Silversea ship to film this commercial and continue our close partnership as the world reopens,” says Steve McCurry. “My curiosity as a traveler drives me to keep traveling; my Silversea voyages offer the opportunity to delve deep into the world, into the heart of fascinating cultures, wild landscapes, and warm-hearted communities. The Silversea TV commercial will resonate with those who share my passion for discovery.”.
