Princess Cruises Launches ‘Love Boat by Hannah’
Princess Cruises kicks off a new global advertising campaign, “Love Boat by Hannah,” starring Emmy-winning actress Hannah Waddingham, known for her role in Ted Lasso and her career in musical theater.
With her powerful voice and unique charm, Waddingham reintroduces one of television’s most iconic theme songs to the public: “The Love Boat.” The original Love Boat series, which aired on ABC from 1977 to 1986, became a pop culture phenomenon, turning its theme song into an anthem of romance and adventure. In the new advertising campaign, Waddingham reimagines the song, adding a modern twist while celebrating the iconic legacy that helped make Princess Cruises a globally recognized brand.
Princess Cruises_Hanna
Filmed in a cinematic style by acclaimed director Dave Laden of Hungry Man and created with the expertise of agency Terri & Sandy, the ad follows Waddingham as she enjoys herself aboard a Princess cruise. Whether singing the theme song while sipping handcrafted cocktails, relaxing by the pool, interacting with dolphins, enjoying gourmet meals, or falling asleep during a massage, Waddingham brings humor and elegance to every scene.
To give new life to the legendary song, Waddingham recorded her version at the historic Criteria Recording Studios in Miami, a symbolic location in the music industry that has hosted artists such as ABBA, Bob Marley, Jay-Z, and Shakira. The walls of this legendary studio infused a touch of musical magic into her performance, reminding everyone why the theme of The Love Boat remains as catchy today as it was in the ’70s and ’80s.
According to John Padgett, President of Princess Cruises, Hannah Waddingham brings something truly special to one of the most iconic theme songs in television history and to the very anthem of the Princess Cruises brand. As godmother of the Sun Princess, Waddingham infuses the beloved melody with her extraordinary talent and playful energy, paying tribute to the Hollywood legacy of The Love Boat, which featured appearances by countless unforgettable guest stars. Her performance perfectly captures the timeless elegance and adventurous spirit that have always defined the Princess Cruises experience.
Sun Princess
The “Love Boat by Hannah” campaign invites the public to rediscover the magic of The Love Boat and set sail with Princess Cruises on an adventure where every moment is unforgettable, enhanced by Waddingham’s electrifying performance. Earlier this year, Waddingham was honored with the title of godmother of the new and prestigious Sun Princess ship, a title previously held by notable figures such as Princess Diana, Audrey Hepburn, and Sophia Loren. Her role solidifies her place in Princess Cruises’ tradition of celebrating prominent women from around the world.
The “Love Boat by Hannah” campaign will be launched with a series of 60, 30, 15, and 6-second spots in the United States, United Kingdom, Canada, and Australia. The ads will be visible on connected TV, digital platforms, and through a dynamic social media strategy. The primary 60-second spot will also be shown in U.S. movie theaters before highly anticipated films like Wicked and Gladiator 2. Designed to engage both seasoned Princess cruise veterans and those curious about embarking on their first cruise, the campaign targets a diverse audience. Key demographic groups include digitally savvy adults, active seniors, families with teenagers, and multigenerational groups eager to share unique experiences.
Sun Princess_Pool deck
JP Gomez, Creative Director at Terri & Sandy, emphasized that Hannah Waddingham has a powerful and radiant presence, much like the Sun Princess. From start to finish, she brought brilliance and humor to the creative process, contributing smart and witty ideas that elevated the entire campaign. Gomez also highlighted that this production represents the perfect blend of nostalgia and contemporary elegance, much like the Sun Princess itself. In his view, they couldn’t have asked for better partners than Hannah and the Princess team.
With this campaign, Princess Cruises seamlessly blends the timeless appeal of The Love Boat with a new, modern energy, offering the audience a unique and engaging experience that celebrates the elegance, adventure, and magic of every cruise.
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