Please select your home edition
Raymarine AUS 2018 - Axiom Pro - 728x90

Princess rocks the boat with new R Class Manga TV Commercial

by Princess Yachts 7 May 04:44 UTC

The all-new R35 from Princess is unlike anything that has come before, and is a seismic shift away from what the luxury yacht industry is used to seeing. A full carbon fibre hull houses two modern Veight petrol engines that deliver exceptional performance. On top of that, Princess has worked with America's Cup racing legends BAR Technologies to implement advanced foil technology, which powers the yacht to 50 knots.

Designed in collaboration with acclaimed styling house Pininfarina, marrying substance with unmatched style, the R35 is about to re-write the rule book for motor yachts, as will the way it is being launched by the Plymouth-based luxury yacht manufacturer.

Over the past few weeks Princess revealed a first of its kind TV campaign for this ground-breaking new yacht. The month long campaign is currently on air and was inspired by Japanese Anime and Manga style illustrations, which is a style that has never before been used by a luxury yacht brand. This unique campaign teases the top secret new yacht - which is still in development and prototype testing - that is due to be launched in September this year.

The unpredictable TVC creative brings the R35 to life in a unique way, in stark contrast to anything previously produced by Princess.

The wider media campaign comprises vibrant Manga inspired print ads, the 30 second Anime TV ad and a 90 second version of the Anime video which conveys the whole story - a mystical encounter, a game of cat and mouse, and an exhilarating sprint across the water - utilising a strong female lead character in a very sophisticated anime style.

The TV commercial first aired across Sky via AdSmart over the Easter weekend, allowing Princess to target bespoke viewer profiles – The World Class Wealth and Premium fortunes, reaching the top 1% of homes in the UK. The original story behind the video was the brainchild of Princess' Marketing department and was brought to life via a partnership between Craft Films and renowned animation studio 'Breakfast of Champions'. Together they developed a series of unique characters and animated them into a comprehensive film. As well as the bespoke visuals, Princess commissioned an original soundtrack called "Refoolution", written and recorded by the celebrated Australian act 'Gando and Dr K.'

Speaking on the inspiration for the video, Kiran Haslam, Princess' Marketing Director said, "Anime is a true-to-life yet still symbolic representation of reality. The use of it in our campaign means we can showcase the feel of the R35 without giving away the final look of the boat. Brands usually use simplistic illustration to create a whimsical feel. We wanted to use traditional Japanese techniques and compositions to create something more cutting edge, inspired by the great Anime films including Akira, Ghost in The Shell and Afro Samurai, and with details and depth more commonly found in Studio Ghibli style films, to show how exhilarating the new R class will be."

The unique video campaign builds intrigue just before Princess releases more content on the R Class, and goes into detail on the revolutionary yachts Active Foil System and stunning design. This September the boat will be revealed at the Cannes Yachting Festival, and up until that point Princess has placed distinctive Manga-style movie poster print adverts across publications traditionally not explored by the marine industry, including Rolling Stone, RAMP, National Geographic, Wired UK and Wallpaper*

Seamlessly blending top end luxury with progressive performance technology, the R35 is a whole new breed of yacht, and is ready to disrupt the industry. Just like its media campaign, the R35 is revolutionary, reflecting Princess' extraordinary 53-year journey of UK manufacturing in its finest form.

Related Articles

Princess F55 - Experience the exceptional
Experience the exceptional The timelessly elegant exterior profile of the F55 is fused with ingenious interior layout solutions to deliver one of the most technically advanced and spaciously proportioned flybridge yachts on the water. Posted on 19 Jul
All-new Princess F70 imagery
New imagery of the striking all-new Princess F70 The Flybridge class of luxury yachts has established the Princess brand as a pioneering force. This new Princess 70 captivates with a clean, modern, elegantly proportioned look, which also meets the demand for flexible and practical living. Posted on 14 Jul
Princess announce exceptional line-up
Exceptional line-up at Cannes Yachting Festival It turns heads, it's fast, it's chic and it's like nothing Princess has ever launched before – the much anticipated revolutionary R35 will be revealed for the very first time in Cannes on 11th September. Posted on 6 Jul
Princess R35 redefines yacht design
R35 is the first Princess R Class performance sports yacht On road, in the air, or on water, rarely does a new form of luxury transport arrive that genuinely changes perceptions, challenges expectations and delivers a new experience. Posted on 22 Jun
Announcing the striking new Princess 70
The latest addition to the well-established Flybridge range Make way for the latest addition to the well-established Flybridge range – the Princess 70. This sleek, elegant and spacious yacht is a beautifully proportioned flybridge that lends itself perfectly to socialising and entertaining family and friends. Posted on 26 May
Princess Yachts orders exceed $1 billion
A record-breaking year in 2017 Financial results for the 12 months to 31 December 2017 show record turnover of £274.4 million (+26.6% on 2016) and an operating profit before exceptionals of £7.9m (2.9% of sales), representing a turnaround of £15 million Posted on 11 Apr
Princess Yachts will shine at Singapore Yacht Show
A unique opportunity to experience the exceptional new models Taking place from Thursday 12th to Sunday 15th April, Princess Yachts will offer a unique opportunity to nautical lifestyle seekers to experience the exceptional new models and immerse themselves in a world of outstanding craftsmanship Posted on 8 Apr
Princess Yachts tests first prototype of R35
The highly anticipated all-new R Class Provocative, cutting edge, exhilarating - 35ft in length, fully carbon fibre, powered with V8 engines and with an impressive top speed of 50 knots - announcing the highly anticipated, all-new R Class. Posted on 13 Mar
Join Princess Yachts in Dubai
Experience the exceptional at the Dubai International Boat Show 2018 Princess continues on an upward trajectory with an order book at a retail value currently exceeding USD$1 Billion. With five product launches last year and another six planned for this year along with production planned to exceed 290 yachts Posted on 26 Feb
Inside Princess: The Mock-Ups
Over 80% of each Princess Yacht is crafted in Plymouth, England The latest addition to the suite invites viewers to witness the attention to detail gained from the work in the Mock-Ups. Here, designers work closely with carpenters who replicate full scale models of the interior spaces of every new Princess model. Posted on 25 Jan
Raymarine AUS 2018 - Axiom Sail - FOOTERMultihull Central Aquila 36 FOOTERHydrive 660x82 3