The New York Times

By Andrew Adam Newman

About a dozen humorous ads in what the brand calls the “land versus sea” campaign follow the format of calm moments on a cruise ship bookend a flashback of a fiasco from an earlier vacation. In one, a family is upside down on a stalled roller coaster; in another, a young man and woman visit his uncle, who hugs the woman inappropriately.

The campaign is directed at “cruise rookies,” or the 76 percent of the American population (according to Cruise Lines International Association data) who have never taken a cruise, said James Berra, chief marketing officer of Carnival.

Read more on NYTimes.com.