The 'Shiver' and ‘Butterflies’ TV executions are part of a campaign which is a clear departure from traditional cruise advertising, in that the focus is not on board the ship or from the perspective of the holidaymaker. Instead, the ads concentrate on the feelings one can enjoy whilst on holiday. The voice-over describes each of the individual sensations as a monologue from the perspective of the emotion as it sees and hears the sights and sounds of the cruise. They are about enjoying the here and now – arousing the holidaymaker’s sense of curiosity and adventure.