Kids call bullsh#! on Virgin Voyages ‘No Kids on the Ocean’ cruises in new campaign via Special US

Virgin Voyages is reminding travellers that they deserve a kid-free vacation. A fun new global campaign from Special US plays off of this notion, making it clear that cruises with Virgin Voyages are for those 18-years-old or older, no kids allowed.

 

The campaign’s hero spot, “No Kids On the Ocean,” is shot 80s music video style, reminiscent of an emotional movie montage, juxtaposing pissed off kids singing about being left behind set against shots of the new luxury vessels and parents enjoying their holiday.

Having recently won the Virgin Voyages account, “No Kids On the Ocean” is Special US’s first creative execution for the cruise line with a new brand platform launching soon. The work is a reminder that parents do a lot for their children, and sometimes the best way to celebrate them is to take a kid-free break.

In the spot, the kids knowingly blame Virgin Voyages for whisking their parents away to sip cocktails under a starlight night and enjoy a gourmet spread. While the kids recognise their parents have earned this break, they cheekily note the fact they can’t cruise is “bullsh—” (the second part of the word is drowned out by a well-placed ship horn for comedic measure).

Says William Gelner, chief creative officer at Special US: “After being cooped up with their kids over the past few years, it’s only fair that parents get what they really want. A break. Virgin Voyages are adult only, so we thought it would be fun to show the kids’ perspective on that.”

Accompanied by a promotion for $300 off, the campaign, which also includes a :60, :30 and :15, breaks this week in the U.S., Australia and U.K. and includes TV, digital, and paid social. Virgin Voyages recently launched their fourth cruise ship, Brilliant Lady, which joins the ranks of the other three vessels that are sailing this summer.

Says Justin Terry, senior director of growth and marketing at Virgin Voyages: “Parents know that sometimes the best thing they can do for their kids is to take care of themselves first. Parents do so much for their kids, and we wanted to remind them that it’s okay to take a break. In fact, they should take a break, and what better way to do so than on a kid-free cruise with Virgin Voyages. From our first-class restaurants to our curated selection of experiences and activities, we provide five days of rest, relaxation, and enjoyment so parents can return to their families refreshed and ready to be their best selves.”

Lyrics:
Solo:
Mama, Papa, why’s your suitcase packed, but not mine?
How could you leave us kids behind?

Solo:
Parents are going on a cruise without us kids,
And we know whose fault this is.

Kids:
Virgin Voyages says we can’t cruise til we’re 18,
Which makes us shake, shake, shake like we’ve had caffeine.

Chorus:
Virgin Voyages says no kids on the ocean,
So we’re causing a commotion.

Kids:
You’ll be sipping cocktails under a starlit night,
While we’re back home, without an invite.

Kids:
Sure, you’ve earned a gourmet spread,
But we’re experiencing existential dread.

Solo:
Adults, enjoy the cruise, we know you deserve it,
But the fact we can’t go is total bullsh— (FOGHORN)

Client: Virgin Voyages
Chief Brand Officer: Nathan Rosenberg
Senior Director, Growth & Brand Marketing: Justin Terry
Creative Director: Christian Schrader
Copywriter: Bailey Edwards
Brand Director: Kris Klank
Producer: Kathy Boos

Agency: Special Group US
CCO, Partner: William Gelner
Creative Director: Alice Blastorah
Creative Director: Will Decher
Sr. Writer: Lex Singer
Account Director: Lauren Keeton
Head of Production: Esther Perls
Head of Business Affairs: LT Ware
Head of Strategy: Kelsey Hodgkin

Production: Tool of NA
Director: Win Bates
President: Dustin Callif
Managing Director: Nancy Hacohen
Senior Executive Producer: Laura Macauley
Line Producer: Nicole Acacio
Director of Photographer: Garrett Shannon
Production Designer: William Pierce

Music: New Math
Creative Director: Raymond Lowery
Executive Producer: Kala Sherman
Creative Director: David Wittman
Producer: Jake Falby
Composer: Sam Skarstad

Edit: Work Editorial
Editor: Stewart Reeves
Assistant Editor: Kenneth Munoz
Producer: Chandler Raub

VFX/Finishing: The Mill
Lead Flame: Rob Ufer
Executive Producer: Karena Ajamian
Senior Producer: Stephanie Allis