Italian family-owned multinational MSC Cruises is launching a new TV advertising campaign starring 46 members of staff and their families. They join together in a cruise setting to spell out the message that MSC sets itself apart with a unique experience built on superb facilities, friendly service and exceptional attention to detail.

Created by production company The Family and based on a creative concept by advertising agency Euro RSCG, the commercials charm and entertain with a panorama of 14 scenes that each focus on an aspect of the MSC experience, creatively highlighting an element within the scene that forms one of the letters MSC. The remaining letters are then superimposed around it to spell out the company name before moving on seamlessly to the next scene. Shot entirely on board flagship MSC Splendida in May 2010, these scenes range from romantic moments of relaxation to exhilarating sports and leisure, fun for the kids, glamorous cocktails, theatre shows, typically Italian gastronomy and a melting massage in the renowned MSC Aurea Spa wellness centre.

Daniela Picco of MSC Corporate Marketing explained: “Building on the success of our previous campaign, which played on the letters in the MSC acronym, the new commercials focus on the experience and details of an MSC cruise. In doing so, we show the attention to detail that makes us different - the creative modern designs and superlative materials of our ships’ interiors, the wonderful sports facilities and entertainment, and the award-winning gourmet dining experience on board, which benefits from the highest standards of ingredients and preparation from source to sauce! And of course the source of that caring attention to detail is our people, who’ve earned MSC the accolade of being the company with the biggest smile in the world.”

Alessandro Guerreri, Corporate Manager of the company’s on-board shops - who himself appears in the commercials - expanded on this. “We’re a family-owned company and we feel our company is like a family. So, being Italians, we welcome you on board like we’d welcome you into our homes. And that’s exactly what we wanted to do in our commercials - welcome you into the MSC experience like we welcome you on board our incredible ships - all true floating resorts. That’s why almost everyone who stars in our new commercials is a member of staff or their families. They’re all stars in this constellation of details that make the difference.”

Also part of the family is none other than international star and screen legend Sophia Loren, who has christened 8 of the 11 ships in the MSC Cruises fleet and provides the voiceover to the commercials - in 5 different languages! What’s more, she also brings her unmistakable voice to the music, accompanying the scenes with a rendition of the song Tu vuo’ fa l’Americano she immortalised in the film It started in Naples, starring with Clark Gable. Sophia Loren spoke warmly of her involvement. “I’m immensely proud to have been godmother to eight of the most beautiful ships of a company that carries Italian excellence around the world. So I’m delighted MSC has chosen a song that evokes my most vivid memories of my country and the extraordinary people I have been lucky enough to work with”.

Exemplifying MSC Cruises’ attention to detail, the TV commercials will be broadcast in quite different versions across the world, in each case bringing a message that is carefully attuned to its viewers.

The new commercials have been aired in Brazil and Argentina in September then will be aired in Italy and Spain in October 2010, followed by the rest of the world in early 2011.