Aroya Cruises, the first local cruise line owned by the Public Investment Fund (PIF), has launched a new campaign with Al-Nassr football club.
The ad spot depicts the tailored relaxation Aroya Cruises promises passengers, with the hardworking footballers of Al Nassr FC as examples. The inspiration came from the need to tell a unique story in a loud and engaging announcement. With Aroya Cruises’ first sale taking place in December this year and the football season coming to an end, an idea was born.
Social Clinic said the goal of the campaign was to find the sweet spot between a loud announcement of the new cruise line and staying true to the nature of the cruising industry. They also wanted to accurately capture the excitement of the new cruise by leveraging celebrity footballers.
“The dynamic and treatment of this film takes local football ads to the next level,” said Shawkat Al-Nuaimi, head of creative & production at Social Clinic.
The film tells the story of the Al-Nassr team after the football season is over. The tired players return to their locker rooms after a game and their mood shifts as soon as player Abdulrahman Abdullah Ghareeb picks up an inflatable pool float.
“The creativity of this film was achieved by simply humanising the players, showing them as people looking forward to enjoying the vacation like anyone else,” said Amjad Murad, senior art director at Social Clinic.
The elevated mood was captured with a single-take pan shot of each player enjoying an imagined cruise vacation in their locker room. Each scene showcases the personal interests of Al Nassr players in an indirect way by showing how they can enjoy their time on the cruise with a creative twist.
“We reflected Aroya Cruises’ offerings indirectly by linking them to the players’ personas,” said Murad
In addition to the announcement of the partnership, Social Clinic’s campaign’s objectives are to push sales and encourage the audience to book their tickets to be among the first on board Aroya Cruises.
