MSC's Clever New Ad Campaign

When we sail aboard MSC, we often comment on the European styling of the furnishings. The difference is subtle, but distinctive. That difference is coming across in some new ads the line has produced which are beginning to appear around the world. The series of 14 scenes was shot aboard MSC Splendida and feature real MSC employees. The scenes each focus on one element of the cruise experience (such as dining, glamorous cocktails, wellness, fun for the kids, entertainment) where some part of the scene forms one of the letters of MSC and the others are superimposed on the screen. As part of the MSC “employee” family, having christened eight of the eleven ships, Sophia Loren provides the voiceover for the TV spots. A couple of examples are seen below: