P&O Cruises recruits Sam Fender for final ‘Memories’ ad

The line has become the first brand to secure the use of breakthrough artist Fender’s music in a major UK advertising campaign, with Family and the Fjords featuring a mum recounting her experience of a multi-generational holiday with her husband, two sons and her parents.

Told through first-person snapshots, the skit highlights the moments that make holidays live on in the memory, said P&O Cruises. The ad was shot onboard the line’s newest ship, Iona, on location in Stavanger and Olden in Norway in August. It can be viewed at the foot of this story.

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Paul Ludlow, P&O Cruises president, said the ad marked a break in tradition for the line. “We’re delighted that through Sam’s music, we can tell the story of how a P&O Cruises holiday offers guests exceptional experiences to share with their loved ones," he said.