From a purely creative standpoint, the Carnival Corporation ad in yesterday’s Super Bowl was beautifully shot, and an impressive use of a historical speech. (It recalled the “Farmer” ad for Dodge from a couple years ago that made similarly effective use of a speech by broadcaster Paul Harvey.) The JFK remarks were given at the 1962 America’s Cup race. The remarks sound rather extemporaneous, but were probably prepared. Perhaps the work of Ted Sorensen or some other speech writer. Kennedy was no slouch himself, of course, when it came to rhetoric so it’s certainly possible that the words were entirely his own; but that seems unlikely given the nature of how a president’s every word is carefully thought through. Whatever the case, Kennedy was a great sailor, and a Navy man; his love of the sea is clearly evident in the sound and timbre of his voice. Kennedy also loved poetry and knew how to find the music in words, which is so evident here. I’m not really a cruise person; this ad doesn’t change that. However, I admire Carnival as a company for making such great use of the speech, and creating an emotionally appealing and enjoyable ad. I will remember Carnival for making this ad, and like them more because of it. Mission accomplished.