Carnival Cruise Lines is switching on fun for Brits with the launch of its new multi-million pound TV advertising campaign in the UK.

It represents the first ever UK TV campaign from Carnival, and the series of spots are based on the company’s ethos of having fun.

The ads, created by Karmarama, show British families and couples flicking a switch to be transported from mundane, everyday activities to the decks, bars and swimming pools of a Carnival cruise ship.

Using an approach that’s unique in the travel sector, the spots are narrated by comedian Peter Serafinowicz and feature high-end special effects and stunts.

They launch on TV channels during primetime on Sunday, January 6th.

Carnival hopes the campaign will help to further build its profile in the UK.

Although it is the world’s biggest cruise line operator, with 24 ships, it is not as well-known in Britain as in the US, where the company was formed.

From 2013, Carnival will have two ships in Europe for British holidaymakers: Carnival Legend, sailing to Norway and the Baltics from Dover; and Carnival Sunshine sailing the Mediterranean this summer following an extensive £100million transformation.

Carnival’s other 22 ships visit destinations such as the Caribbean, Mexico and Alaska.

Adolfo Perez, managing director of Carnival Cruise Lines UK, said: “Our new ads are unlike anything you’ll see in the travel sector. We looked at what everyone else was doing and knew straight away that we wanted to be different.

“The spots will make you laugh and think about how great it would be to be transported onto one of our floating resorts for the holiday of a lifetime.”