P&O Cruises has launched a new advert starring comic Rob Brydon to promote its new programme to the Arabian Gulf.
Two versions of the advert lasting either 30 or 40 seconds will run until the end of April across all Sky channels, ITV 1, 2, 3, 4 and Channel 4.
The full 90 second version of the advert will appear on video on demand.
In the advert, viewers see Brydon’s character Huw and his fictional wife Jenny in the Arabian Gulf, visiting a local mosque and haggling in a market.
The pair will also scuba dive in the advert, which aired for the first time on Monday (March 11) on ITV.
P&O Cruises’ winter 2020-21 programme, includes two new seven-night itineraries to Dubai and the Arabian Gulf and introduces Qatar as a new port of call.
Alex Delamere-White, P&O Cruises’ vice-president of sales and marketing, said: “We have tried to demonstrate the variety of enriching experiences that are on offer.
“Our ambition is to become Britain’s number one choice and so to achieve that we need to broaden our appeal. This is an opportunity to do that.
“The advert is intended to a paint a picture of a more authentic travel experience.
“People will not immediately associate this advert with a cruise holiday. I think it is one of the best adverts that we have done.”
P&O Cruises president Paul Ludlow said: “Our new advert helps us to challenge tired stereotypes, by highlighting the exciting and enviable experiences our guests can enjoy on a P&O Cruises holiday.
“As we launch our new ship Iona and begin to reshape the market, it’s a great example of how we are also changing the way we communicate with guests past, present and future.”