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Royal Caribbean Goes Dark to Launch NBCU’s ‘Must-Hear TV’ Ad Format

October 2, 2019 MullenLowe

NBCUniversal has found a brand to debut the broadcaster’s new audio-led ad format it has dubbed “must-hear TV.”

An ad for Royal Caribbean debuting Thursday night will run as the first spot in an ad pod after the program has cut to black. It begins with the sound of rushing water and exuberant yelling and laughter. The sounds will play over a black screen for about four seconds before any image—in this case, white text—shows up to give audiences some context to what they are hearing.

The spot is intended to highlight the sound of the emotional highs of visiting Royal Caribbean’s CocoCay beach and water park as a part of the company’s cruise packages, and it’s the first test of NBCUniversal’s “must-hear TV” offering,which the company unveiled during the 2019 Cannes Lions International Festival of Creativity.

Read the full article on Adweek here.