Karl WP Beyer

02.12.2018 - Costa Cruises is launching a new brand campaign with the Spanish actress Penélope Cruz. The Oscar winner will be the face of the Italian cruise line in the future.

In a new testimonial, the prominent 44-year-old recommends the Costa brand. The story is told briefly: Penélope Cruz appears in the commercial as a beautiful mermaid. Upon surfacing, enchanted by the sound of a Costa cruise ship, she decides to go through a "magical passage" on board the ship to experience the unique experience of a Costa cruise.

Costa Diadema in Civitavecchia

Luca Casaura, Costa Cruises SVP Global & Strategic Marketing raves: “Penélope Cruz is the ideal cast for Costa cruisesbecause she perfectly embodies the spirit and beauty of a Mediterranean vacation aboard our ships. She is cheerful, honest and known for her professionalism ”.

And further: The aim of this advertising campaign is to convey that a cruise is a magical vacation. The only one that enables people to discover the world from the wonderful perspective of the sea - so much so that even a mermaid wants to go on board ”.

Costa Pacifica at the Ostseekai in Kiel

Music is a central element of the commercial. The original version of Gino Paoli's “Sapore di Sale” (taste of salt) was chosen for the background music. The song, composed in 1963, is one of the most popular Italian songs. He accompanies the theme of holidays by the sea and the Italian roots of the Costa Crociere. The campaign film is shown on TV advertising in Italy, France and Spain. In Germany he can be seen in full length in direct marketing and online:

The Costa Cruises commercial 2019 with Penélope Cruz: Welcome to Joy²