The line has become the first brand to secure the use of breakthrough artist Fender’s music in a major UK advertising campaign, with Family and the Fjords featuring a mum recounting her experience of a multi-generational holiday with her husband, two sons and her parents.

Told through first-person snapshots, the skit highlights the moments that make holidays live on in the memory, said P&O Cruises. The ad was shot onboard the line’s newest ship, Iona, on location in Stavanger and Olden in Norway in August. It can be viewed at the foot of this story.

Video: Take a shipyard tour with TTG of Iona’s upcoming sister ship – Arvia

Paul Ludlow, P&O Cruises president, said the ad marked a break in tradition for the line. “We’re delighted that through Sam’s music, we can tell the story of how a P&O Cruises holiday offers guests exceptional experiences to share with their loved ones," he said.

Ludlow added: "In this particular ad, the family can be seen enjoying once-in-a-lifetime shore experiences set against the stunning fjords landscape – a far cry from the traditional beach and sunbed adverts we have been used to at this time of year."

Family and the Fjords will be the final TV ad in P&O Cruises’ Holidays as Varied as You series. All the ads in the series cast real-life relationships, including a married couple, parent and child, and two friends to tell "genuinely authentic and credible" stories.