Princess Cruises has unveiled its latest global advertising campaign, Love Boat by Hannah, featuring Emmy-winning actress and singer Hannah Waddingham. Known for her celebrated role in Ted Lasso and acclaimed performances on stage, Waddingham brings fresh energy to the iconic Love Boat theme song, a hallmark of the beloved TV series that aired from 1977 to 1986.
In this modern reimagining, Waddingham lends her powerful vocals to the timeless tune, celebrating the legacy of The Love Boat while infusing it with contemporary flair. The series, a pop culture phenomenon in its time, remains closely tied to Princess Cruises, which served as the show’s primary setting.
Directed by Dave Laden of Hungry Man and crafted with the expertise of Princess Cruises' creative agency, Terri & Sandy, the campaign takes audiences on a cinematic journey aboard a Princess cruise. Waddingham’s charisma shines as she enjoys the ship’s luxurious offerings, from savoring gourmet cuisine and relaxing poolside to experiencing world-class spa treatments. Throughout the ad, her performance captures both humor and sophistication, seamlessly blending nostalgia with modern allure.
To recreate the legendary theme song, Waddingham recorded her version at Miami’s renowned Criteria Recording Studios. The historic venue, once frequented by musical icons such as ABBA, Bob Marley, and Shakira, provided the perfect backdrop for this reinterpretation of a classic. The updated track serves as a reminder of the enduring appeal of the Love Boat anthem, which remains as vibrant today as it was during its television heyday.
Waddingham’s involvement with Princess Cruises extends beyond the campaign. Earlier this year, she was named Godmother of Sun Princess, the newest vessel in the fleet and the latest to carry the Love Boat legacy forward. This honorary title places her in the company of notable past godparents, including Diana, Princess of Wales, Audrey Hepburn, and Sophia Loren, reflecting Princess Cruises’ tradition of celebrating influential women.
The Love Boat by Hannah campaign is set to debut in 60-, 30-, 15-, and 6-second formats across key markets, including the U.S., U.K., Canada, and Australia. It will feature on connected TV, digital platforms, and social media, with the flagship 60-second spot appearing in cinemas before major blockbusters such as Wicked and Gladiator 2.
Targeting a broad audience, the campaign aims to captivate seasoned cruisers while inviting newcomers to explore the Princess Cruises experience. Designed to resonate with digitally savvy travelers, multi-generational families, active seniors, and adventure-seeking groups, the campaign emphasizes the unforgettable moments awaiting guests aboard a Princess cruise.