A new global campaign from Cunard aims to reposition the iconic brand, with the introduction of the tagline: “Why cruise when you can Cunard.”
Developed by Supernova, the creative production studio within the7stars, the campaign is led by a 60-second hero film directed by Christian Larson. The cinematic piece features a commanding voiceover by renowned actor Richard E. Grant, layered over poetic words from Canadian writer Bianca Sparacino’s The Strength in Our Scars.
Filmed in black and white, the TVC follows a female protagonist’s journey through the riviera-inspired poolside terrace, the iconic Grand Lobby, and the art deco ambiance of the Chart Room cocktail bar. The narrative culminates in the brand’s signature Transatlantic Crossing, arriving in New York—symbolizing a voyage of transformation and discovery.
“Cunard is more than a cruise – it’s a rare opportunity to pause, reflect, celebrate and view the world from a different perspective,” Cunard President Katie McAlister said.
“As we celebrate our 185th anniversary this year, our luxury heritage and the spirit of what makes a Cunard voyage so special is brought to life with bold storytelling and cinematic beauty in this campaign. We’re incredibly proud of the result and are looking forward to seeing how audiences across the world connect with it.”
The campaign marks a confident repositioning of the brand, emphasising its unique blend of elegance, sophistication and timeless luxury.
“Cunard deserves to take its place amongst the great luxury brands of the world. There really is nothing else that matches the attention they pay to heightening every facet of ocean travel,” Barnaby Girling, Executive Creative Director at Supernova, said.
“We set out to create a campaign to celebrate their iconic status while at the same time expressing a style and sense of liberation reserved exclusively for those who choose ‘To Cunard’.”
The campaign launches across Australia this week, spanning BVOD, press, digital platforms, and online video.
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