Aug 26, 2026 · 36 min · 17 segments
In this episode of Heard Mentality, Carnival Cruise Line and Innocean reveal how they turned up the fun — and the volume — with the cruise line’s latest campaign, Play Away. From brilliantly dry…
Nicole BradburyGuest
Brittany RigbyHost
Damon PorterGuest
Jack CornwallGuest
And I, I think the dryness of his VO is also in such contrast with everything else you hear and everything else is, you know, there's a, a boppy track and it's all upbeat and it's fast paced and it's such a change in pace from, you know, anything else that you hear.
To that point, I mean, we deliberately shot only three shots every commercial, three to five shots.
So we wanted people to really connect with his voice and really feel a sense of FOMO as well when they were hearing his voice.
yeah listening as well it asks something of you like they are they are spots that stand out in the ad break because there is that breaking of the fourth wall you're kind of being asked to imagine something or to do something even if you are in your kitchen making a coffee like you said before Nicole the voiceover is still asking you to paint the picture for yourself you're still hearing the horn at the end and to your point about Thinking about the audio at the very top, when you kind of think about what the idea is, it feels like with this campaign it's done in a way that makes everything work harder, like the sonic assets have been given so much thought that it means that the radio spots will work harder because you've seen the TV spot and that horn is is really iconic and i'm hearing the tune in my head now on the horn and the voiceover is like we
just on that i don't want to do the horn for me that horn is actually it's a two for one it's it's a dba sure but because we have it at the start of the tvc it actually just transports you straight away from totally from where you are whether that's in stuck in traffic or in your hearing on the radio or you're busy making dinner tv it transports you straight to the cruise and in my mind only a sonic asset can do that like it's one two seconds and you're on a carnival cruise you know visuals just can't do that they can't get you there that quickly yeah
it's iconic like for anyone who's ever driven past circular key the horn blast is like uh it's iconic right like everybody knows exactly what it is and it does stop you immediately particularly if you're in the car and you hear it on the radio it's like oh okay i need to kind of tune in something big's about to happen
It's like I had pre, you know, play away self and now I'm now in a different world.
And I, I think the dryness of his VO is also in such contrast with everything else you hear and everything else is, you know, there's a, a boppy track and it's all upbeat and it's fast paced and it's such a change in pace from, you know, anything else that you hear.
To that point, I mean, we deliberately shot only three shots every commercial, three to five shots.
So we wanted people to really connect with his voice and really feel a sense of FOMO as well when they were hearing his voice.
yeah listening as well it asks something of you like they are they are spots that stand out in the ad break because there is that breaking of the fourth wall you're kind of being asked to imagine something or to do something even if you are in your kitchen making a coffee like you said before Nicole the voiceover is still asking you to paint the picture for yourself you're still hearing the horn at the end and to your point about Thinking about the audio at the very top, when you kind of think about what the idea is, it feels like with this campaign it's done in a way that makes everything work harder, like the sonic assets have been given so much thought that it means that the radio spots will work harder because you've seen the TV spot and that horn is is really iconic and i'm hearing the tune in my head now on the horn and the voiceover is like we
just on that i don't want to do the horn for me that horn is actually it's a two for one it's it's a dba sure but because we have it at the start of the tvc it actually just transports you straight away from totally from where you are whether that's in stuck in traffic or in your hearing on the radio or you're busy making dinner tv it transports you straight to the cruise and in my mind only a sonic asset can do that like it's one two seconds and you're on a carnival cruise you know visuals just can't do that they can't get you there that quickly yeah
it's iconic like for anyone who's ever driven past circular key the horn blast is like uh it's iconic right like everybody knows exactly what it is and it does stop you immediately particularly if you're in the car and you hear it on the radio it's like oh okay i need to kind of tune in something big's about to happen
It's like I had pre, you know, play away self and now I'm now in a different world.
The rest of this transcript — segmented and speaker-labeled, so you land on the exact moment something was said
Search every transcript — by keyword, by phrase, or by meaning, across every show Radar indexes
Trends — what is surging across podcasts, measured against its own baseline
Alerts — when a name you follow appears in a newly indexed episode
No account is needed to search Radar.
