The “For a greater beauty” campaign will air in more than 30 countries, including the UK on Channel 5 and video on demand and will also be seen on out of home, print media, digital and social media. 

Beauty, represented in the ad by a voice, invites the audience to immerse into the world’s destinations, into nature and into experiences on and off board. 

The ad was filmed on MSC World Europa, one of the 22 ships in the MSC fleet.

Antonio Paradiso, MSC Cruises’ UK and Ireland managing director, said: “We are extremely excited to launch our new brand campaign in the UK which goes live today across multiple media channels. 

“We wanted to create a new visual experience that incorporates our brand values and respect for the ocean and planet.”

He added: “The campaign will showcase the huge variety of experiences available on board our ships while encouraging our customers to discover the beauty of cruising in a more conscious way.”