Hollywood actor Owen Wilson stars in P&O Cruises’ latest campaign via BMF Australia
Australia: P&O Cruises has teamed up with Hollywood star Owen Wilson to launch its two latest ships – Pacific Aria and Pacific Eden – which will join the cruise line’s fleet in November this year.
Wilson, famed for his roles in Zoolander, Meet The Parents and Wedding Crashers, is the star of the short-film trilogy, titled ‘The Conspicuous Awakening of Owen Wilson’, created by BMF.
Directed by Tom Dey (Shanghai Noon; Failure to Launch), each film shows Wilson enjoying the ships’ great features, through a series of dream-like and humorous flashbacks.
Says Simon Cheng, head of marketing and distribution, P&O Cruises: “Hollywood, like Pacific Aria and Pacific Eden, exudes style and sophistication, so it was to Hollywood we looked to help launch these ships. We wanted the right star – someone easy going and lots of fun, just like the experience Pacific Aria and Pacific Eden will offer. In Owen we found our perfect partner.”
Says Cam Blackley, executive creative director, BMF: “This is a client that is not only redefining what a cruise ship looks like but also how they communicate to their target audence. It was a privilege for us to write a piece like this and to do the onboard vibe as much justice as the new fit-outs.”
Says Steve McArdle, managing director, BMF: “P&O Cruises briefed us to develop something that had real scale and social currency. Bringing together the ‘Be Free Earthlings’ idea and one of the biggest movie stars on the planet, felt like a pretty good place to start.”
Says Wilson: “It’s a really fun, sophisticated atmosphere. Different to the cruise ship ideal that maybe your grandparents would have experienced. It’s pretty tough to top the ship’s Blue Room.”
The stylised content series begins with Wilson emerging from a deep slumber, disorientated and unclear of his whereabouts, whilst nestled in the lap of a beautiful Australian ‘Cruiseling’.
The first and second short films have been launched today on befreeowen.com.au. Part three will be released tomorrow. The campaign includes: film, content, digital, social, PR and an exclusive on-set interview with Wilson himself.
Creative Agency: BMF
PR Agency: Frank PR
Media Agency: MediaCom
Executive Creative Director: Cam Blackley
Art Director: Nicole Hetherington
Copywriters: Simon Fowler, Jonty Bell, Cam Blackley
Head of Design: Lincoln Grice
Planning Director: Hugh Munro
Planner: Sarah Hood
Group Account Director: Kura Tyerman
Account Director: Will Woods
Account Manager: Meg Mabin
Agency Producer: Jenny Lee-Archer
Director: Tom Dey
Production Company EP: Sean Blair
Producer: Alejandra Quesada
Production Company: Native Content
Post Production: The Editors
Editors: Bernard Garry and Laurence Van Camp
Sound and Music: Rumble Studios
DoP: Eduard Grau
P&O Cruises – Senior Vice President: Sture Myrmell
P&O Cruises – Head of Marketing and Distribution: Simon Cheng
P&O Cruises – Head of Consumer Marketing: Melissa Grech
P&O Cruises – Manager – Brand & Marketing Communications: Nicola Wyllie