This Crystal Cruise campaign is phenomenally designed. The ad is a full page advertisement so the fact that the background is dark blue, almost black, draws attention to it. The ad stops the viewer in his/her tracks. The contrast between the splash and the background draws the attention to the correct spot, which is the logo of the cruise line. The splash coming out of the bottle forms the logo of the cruise line. “Using the product as the main visual usually puts the potential consumer on alert.” (Advertising by Design, page 143). The viewer identifies the logo within the splash and immediately knows what he/she is looking at. Another thing with the splash is that it looks so realistic to where it makes the viewer thirsty. Here, Crystal Cruises made an emotional connection with the audience so they accomplished success.
The fact of how the splash and the cruise line is corresponds was well done as well. The purpose of taking a cruise is to get away from reality and feel relaxed and refreshed. Who would want to go on a cruise and get stressed about everything? The Crystal Cruise campaign took the feel of being on a cruise and utilized it within the advertisement. The splash coming out of the bottle looks refreshes and relaxes the viewer; giving him/her the same vibe they would get if being on one of their cruises. Again, the Crystal Cruise advertisement established an emotional connection with their audience. In order to make an emotional connection, you must “know your audience” (Advertising by Design, page 142). You must know how your audience feels, what your audience is looking for, etc.
In conclusion, this ad was a very successful campaign. They know exactly who their target audience is and established the emotional connection with them. The campaign’s concept of design was utilized very well. All the basics of design (harmonization, focal point, unity, etc.) were used in this campaign and made this ad successful.
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