Another cruise line campaign. You were expecting a montage of the experiences on offer, yes? Not in this campaign. It’s vastly more interesting, strikingly unexpected and humorously entertaining. It’s by Arnold Worldwide for Norwegian Cruise Line.

The new brand platform is inspired by Norwegian Cruise Line’s established ‘90s tagline, It’s Different Out Here, and highlight’s NCL’s legacy as a pioneer, the creator of Freestyle Cruising, which gave travellers the freedom to sail their way. The launch campaign, For All Maritime, has kicked off with the spot, Flip Flops, directed by Jim Jenkins of O Positive. Additional spots, including a 60-second hero and two more 30-second commercials, will launch later in January.

The campaign introduces a completely new look and feel for the brand that sits in stark contrast to the category and takes an approach that focuses on showing the cruiser’s point of view, not just the amenities on board. A new visual identity evokes freedom with its airy, fluid, and uncluttered design. The launch is Arnold’s first work for NCL and signals a full brand transformation under NCL’s new CMO, Kiran Smith, who previously served as CEO of Arnold.

The full campaign covers TV, OOH, digital, social, and radio.

Kiran Smith, CMO, Norwegian Cruise Line, commented, “This is a pivotal moment for Norwegian Cruise Line. We’re not just launching a campaign – we’re re-anchoring our brand in the values that have always set us apart: freedom and flexibility. For nearly 60 years, NCL has been an innovator, and this transformation honors that legacy while meeting the expectations of today’s guests. Delivering on this vision takes trusted partners who understand our DNA, and Arnold has helped us bring it to life in a way that is authentic, and unmistakably NCL.”

James Bray, ECD, Arnold, added, “Partnering with Norwegian Cruise Line has been an incredible opportunity to reimagine what “It’s Different Out Here” means today. This platform isn’t just a tagline revival—it’s a bold statement that cruising can feel effortless, emotional, and deeply human. Together with the NCL team and incredible partners that include Jim Jenkins, we’ve created work that breaks from the industry’s obsession with ‘bigger’ and celebrates NCL’s pioneering spirit, inviting travellers to experience a journey where presence and connection matter most.”

Credits:

Client: Norwegian Cruise Line
Kiran Smith: CMO
Kelley Rodriguez: Vice President, Brand, Product, Partnerships and Creative
Christine Wagner: Director, Brand, Partnerships & Integrated Marketing
Krystin Klein: Senior Manager, Brand Strategy
Marja Valdes: Director, Video Production & Digital Content
Melissa Urbay: Senior Specialist, Production

Creative Agency: Arnold Worldwide
James Bray: Executive Creative Director
Kelly Nichols: VP Creative Director – Art
Patrick Harrington: VP Creative Director – Copy
Sara Goldsmith: SVP Creative Director – Art
Roger Fish: VP Creative Director – Copy 
Anthony Shea: VP Design Director: 
Laura Chang: Senior Designer 
Anna Myers: Junior Art Director 
Hector Bauza: Associate Creative Director – Copy 
Aubrey Estes: Copywriter
Production Team: Carissa Marlowe, Pat Carney, Paul Shannon, Maria Torres, Kadi Rufo, Leah DelRossi, Jim Spadafora, Ken LeBlanc, Mark Danish, Jeremiah True & Will Gregg: Senior Editor
Strategy Team: Bre Rosetti, Marissa Kelley, Brittany Applegate, Will Phipps, Ryan Vinnicombe & Rob Cohen 
Marketing Team: Steph Schreier, Jordan Colleran & Brittania Bladd
Bunnies Affairs Team: Lisa Colucci, Alex Lebosq & Carolan Manning

Production Company: O Positive
Jim Jenkins: Director
Sebastian Blenkov: Director of Photographer
Jason Edmonds: Production Designer
Marc Grill: Executive Producer
Devon Clark: Head of Production
Megan Miller: Line Producer

Production Services – Spain: Widescope
Editing: Mack Cut
Post Production FX: House of Parliament
Colour: Ethos
Music: Singing Serpent
Media Agency: Digitas