First international TV commercial launched by Silversea

New campaign features Silversea Ambassador and photographer Steve McCurry

Silversea Cruises has launched its first international TV commercial, inspiring curious travellers to rediscover the world. The 30-second television spot will appear on major national television networks and streaming platforms in the US and UK from 27 September 2021, before rolling out in markets around the world.

If and when the TVC will be launched in Australia has not been specified by Silversea at this time, but is likely given the significance of the Australian market with the ultra-luxury cruise line.

Conceived by Silversea’s Global Creative Director José M. Vuolo and created by ACNE Milan, the TVC invites curious travellers to rediscover the world with a renewed passion. View the full 60-second version below.

Silversea collaborator and acclaimed photographer Steve McCurry, features as the commercial’s protagonist, appealing to viewers to embrace their desire to reconnect with the world’s authentic beauty. From his suite aboard Silver Spirit, McCurry pens an open invitation, addressed “To the Curious,” in which he writes: “To all of you who have been yearning to travel: It’s time. The world is reopening. Open up to the world.”

Screen grab from Silversea's first international TV commercial

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The ad centres on journeys using captivating photography at “the edges of the world” – from mountaintops in Bhutan and the frozen wonderlands of Antarctica to graceful wildlife and untouched ancient cultures.

“Silversea is facing its greatest expansion ever,” says Barbara Muckermann, Silversea’s Chief Commercial Officer. “But this growth coincides with a very peculiar moment in the history of travel.

“The doors of the world were shut on us; now they’re reopening and it’s our responsibility as the leading ultra-luxury cruise line to reignite our guests’ passion for discovery and let them know it’s time to start exploring again safely, which is perhaps the greatest luxury of all right now,” Muckermann said.

Steve McCurry is a valued, long-term ambassador of Silversea Cruises. Since the launch of his creative collaboration with the cruise line in 2017, the award-winning photographer has undertaken more than 25 immersive journeys with Silversea around the globe.

“It felt great to be back on board a Silversea ship again, to film this commercial and to continue our close collaboration as the world reopens,” said McCurry. “My curiosity as a traveller encourages me to journey on; my travels with Silversea offer the chance to dive deep into the world, into the heart of fascinating cultures, wild landscapes, and warm-hearted communities. Silversea’s television commercial will resonate with those who share my passion for discovery.”

To view Silversea’s ‘To the Curious’ TVC, go to

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