P&O Cruises seals Channel 4 adventure shows sponsorship

The film, the second ad in the line’s “moments that matter” series, will then run across all of Channel 4’s Adventures on 4 programming throughout 2022.

As part of the sponsorship deal, P&O ads will feature during Guy Martin programmes, Hunted, Celebrity Hunted for Stand Up To Cancer and Sue Perkins’ Big American Road Trip.

Shot in the Caribbean, the new “Big Kid” TV spot features a daughter recounting a day spent with her father on holiday in Barbados during a P&O cruise.

Following the ad’s TV premiere, a longer version will be screened in UK cinemas during January. 

P&O president Paul Ludlow said: “A holiday with P&O Cruises can be the ultimate adventure, including a foodie exploration of different cultures or an active and thrilling journey through different countries. This Adventures on 4 sponsorship aligns us with some of the UK’s most-watched shows and will whet the appetite for adventures at sea as it reaches a new audience for us.

“We are also delighted to see the second ad in this year’s campaign, which brings to life more holiday moments that matter and encapsulates precious memories.”