MullenLowe U.S. positions Royal Caribbean as something of an anti-cruise line in its first campaign for Royal Caribbean.

Vivid colors and good vibes permeate sun-splashed, quick-cut clips, which use phrases like “You are not a tourist” and “This is not a cruise” to hone Royal Caribbean’s message for millennials and others seeking immersive, adventurous getaways. In fact, “seeking” is the salient theme, and “Come seek” is the new positioning.

Dance to jing ping in Roseau one day. Paddle the waters of Friar’s Bay the next. Island-hop on ships that are smart islands themselves. Discover cultures, traditions, music, food, and landscapes. Explore Belize, Antigua, Dominica and Barbados. Go on the ultimate adventure. This isn’t the Caribbean. It’s the Royal Caribbean. #ComeSeek