When you hear the words “luxury cruise ship,” Friday’s tragedy in Italy will probably — and rightfully — come to mind. It’s an event that could shake the industry for quite some time.

But the day before this happened, a very original cruise line campaign came looking for me via cable television from the good folks at Royal Caribbean Cruise Lines. And it will, despite the current climate, go down in history as an “Ad I Wish We Had Done.”

Royal Caribbean decided to change things up by not selling the ship, the onboard experience, or even where the ship is going to take you. It correctly sells the experience that so many of us yearn for throughout the year — The Sea!

Royal Caribbean gets it. This campaign works on so many levels. It appeals to the affluent, to the aspiring, to women and to men. To the young and the old, and even to kids.

Full disclosure: I served as the account manager on the Royal Caribbean Cruise Line account while a younger man at the New York office of Chiat/Day, when icon Jay Chiat was still walking the halls. Back then we produced some remarkable and groundbreaking TV campaigns for RCCL.

In the years since then, I have watched the brand dumb itself down to the level of its much less luxurious brethren.

But it looks like Royal Caribbean may be able to get its sea legs once again. Maybe.

Even though they are not the cruise line responsible for the capsizing of the Costa Concordia, RCCL’s shares are down because of the anticipated response from travelers.

I sincerely hope this is temporary. There is no reason one brand should have to pay for the mistakes of another. Hopefully the public will realize that this is not a common occurence and book the cruises they planned to book.

While we wait to see what happens to an entire industry, let’s send our prayers and positive thoughts to the families of the dead and missing aboard the Costa Concordia.