Norwegian Cruise Line's Blasts From the Past

Classic tag returns in old-timey seafaring storyline

Adland’s colonial history lessons continue. Last week, we learned that Benjamin Franklin loved playing the New York Lottery and cloned himself. Now, we’re informed that ye-olde Royal Navy sailors preferred flip-flops to leather shoes with brass buckles. (We’d long suspected as much).

They’ll be in the scuppers by lunchtime.

This marks Norwegian’s first voyage with Arnold Worldwide, and it revives the brand’s Clinton-era tagline “It’s Different Out Here.” O Positive’s Jim Jenkins—best known these days for his work on Uber Eats—directs with flair.

“This is a pivotal moment for Norwegian Cruise Line,” says brand CMO Kiran Smith. “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.”

Arnold ECD James Bray adds that the work strives to “breaks from the industry’s obsession with ‘bigger’ and celebrates NCL’s pioneering spirit, inviting travelers to experience a journey where presence and connection matter most.”

A friendly, accommodating vibe might seem an obvious course to chart. But in a category rife with mid-ocean spectacle and port-of-call promises, it feels refreshing to chill with humor and a decidedly personal touch.

For the 18th-century footage, Arnold filmed on a soundstage in Spain. The team used historically accurate, full-scale ship sets and “nearly everything was built practically, aside from backgrounds and a few of the wide shots,” agency VP, creative director Pat Harrington tells Muse.

For the contemporary scenes, “We shot aboard the Norwegian Viva docked in Barcelona for one day, capturing all onboard scenes while guests explored the city.”

The work rolls out this week across TV and digital platforms.

UPDATE 1/20 – Anchors aweigh! More ads just dropped:

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