Royal Caribbean is that the initial complete to use NBCUniversal’s audio-focused “Must Hear TV” industrial format it proclaimed in June. The ad premiered on NBC clock time last night and can conjointly run on Bravo, E! and USA Network.
A new ad spot from Royal Caribbean created with NBCUniversal offers new intending to audio-first: The 30-second industrial begins with simply sound over a black screen.
The spot, called “Perfect Day,” premiered Thursday in primetime on NBC. The ad will run three more times on Bravo, USA, and E!, and will appear near “energetic” scenes from shows on those networks to create a “compelling juxtaposition of sound and energy that will capture viewers’ attention,” an NBCUniversal spokeswoman said. Adweek first reported on the ad on Thursday.
This new format of an ad from NBCUniversal is termed “Must Hear TV” associated was initial proclaimed as a providing in June at the port International pageant of creativeness, the industry’s most illustrious awards event and conference.
Royal Caribbean is that the initial complete to use the ad product. Then, words begin to pop up on the screen: “This is turning it up a notch,” they read.
The spot promotes Royal Caribbean’s new personal island resort excellent Day at CocoCay within the Bahamas.
Royal Caribbean worked with its creative and media agencies, MullenLowe and Media Hub, on the commercial.
Though four seconds of the black screen doesn’t sound like much, it’s an interesting twist for TV, where every second is valuable for a brand. It’s conjointly long enough maybe to confuse viewers, who might hear the sounds and be curious to find out more or wonder if there’s something wrong with their television.
NBCUniversal has been testing out a variety of alternative industrial innovations, like Shoppable TV, which lets viewers buy products in the environment of the shows they’re watching.
For instance, viewers observance the French Open lawn tennis tournament in could were able to get Lacoste’s Novak Djokovic covering assortment whereas observance he plays, Ad Age rumored at the time.