"Destination WOW"

November 19, 2013
Royal Caribbean "Destination WOW"

Music Dealers employed its music supervision services to discover a song for Royal Caribbean International’s spot, “Destination WOW,” landing on “Dipso Calypso” by Music Dealers artist Buscemi, which blends exoticism with allure, charisma with indulgence. Swinging to a mesmerizing melody of rhythmic hand drums and echoing ride cymbals, the Latin beat of “Dipso Calypso” guides the audience through the video to witness the myriad ways that prove “nobody does the Caribbean like Royal Caribbean International.”

Credits

BRAND

PARTNER

CREATIVE DIRECTION

Jessie LaBelle, Creative Director

Listen

Buscemi

Dipso Calypso (Instrumental)

The Challenge

The Voice of the Caribbean

For “Destination WOW,” cruise line brand Royal Caribbean International and ad agency JWT required a song that could dually embody the spirit of the Caribbean and communicate the splendour of a Royal Caribbean cruise to viewers. Royal Caribbean needed music that, when paired with various scenes of adventure, could translate the participants’ excitement into a sonic representation of the brand.

The Solution

A Sprinkle of Latin, A Dash of Jazz

Music Dealers Creative Director Jessie LaBelle waded through the cache of Music Dealers songs and artists to locate the perfect sound for the “Destination WOW” spot, searching for a piece that would contribute to the specific demands of the commercial and to the overall brand of Royal Caribbean International. After sourcing several options, Jessie selected “Dipso Calypso” by Music Dealers artist Buscemi, which fuses Latin melodies with acid jazz.

The Result

From the Caribbean Isles to The Super Bowl

The sync between “Dipso Calypso” and “Destination WOW” was so seamless, Royal Caribbean scheduled the ad to air worldwide, across digital platforms and during The Super Bowl. Under the watchful supervision and due to the discerning ear of Jessie LaBelle, Music Dealers helped Royal Caribbean discover the core of its sonic identity and connected Buscemi with his first placement at Music Dealers.

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