News

Cruising – what springs to mind?

Saga’s new TV ad busts common misconceptions about cruising that it’s all afternoon naps and buffet food. The ad – which premiered on September 2 called ‘You’re Still Not Wrong’ is a follow on from the ‘You’re Not Wrong’ 2021 Saga Holidays ad, challenging people’s ideas about what older people are getting up to on cruise ships.

The main character, once again played by British actor Nicholas Farrell (The Crown, Torchwood), starts with a raised eyebrow, and wry commentary on the clichés of what older people do when they’re on a cruise.

The ad is set aboard the sleek backdrop of Saga’s ocean cruise ship, Spirit of Adventure. It kicks off with al fresco, group-yoga and ends on the stylish sun deck with a plink, plonk of an afternoon G&T (all included in the price).

Farrell is his sardonic best, with lines like, “You probably think we spend all day with our feet up…” or, “You think the only thing we’ll eat is meat and two veg” – all the while, juxtaposed with the cast dining on speciality world cuisines, or carnival scenes in exotic locations.

It’s very much about the boutique cruise for those who want both fun and luxury, with the final titles reading: “Saga Cruise is everything you probably thought it would be…and more.”

Focusing mainly on the magic and luxury aboard the ship, the ad is also peppered with vibrant ashore experiences, filled with energy, adventure… and not a whole lot of snoozing.

Saga’s new messaging is clear - a Saga Cruise is as stimulating, or as blissfully chilled-out, as you want it to be. There are included  talks, craft and art classes, tutorials from the likes of wine expert Oz Clarke to wildlife experts, and various types of included shore excursions. Add on the gym, with exercise classes with Derrick Errol Evans MBE, aka Mr Motivator, wellness and foodie classes, and the biggest issue people will have is what to pick!

Hannah Fisher, Chief Marketing Officer, said: “This ad really challenges perceptions of cruising as ‘old-fashioned’ and is very much focused on people who, as they age, live a life very different to how their parents did. It showcases an array of what we have on offer, such as fine dining, health and fitness classes and a general sense of the good life. All-inclusive boutique luxury, all under one roof.”

The new ad is accompanied by social, digital and print advertising campaigns and is available here on Vimeo, Saga Cruises’ Ocean Cruises homepage, and YouTube.  For more information on Saga’s range of new cruises for the 2025 season, see Saga.co.uk/2025