Samsonite enters the ring with heavyweight boxer, via TRP
Luggage and travel accessory brand, Samonsite, has added to its ‘Seriously Tough’ campaign, with a new piece of work featuring a heavyweight boxer, via independent media and creative agency TRP.
The campaign leverages a 30-second ad that pits a red Samsonite suitcase against a tough-as-nails boxer in the ring. After a series of blows, the suitcase’s durability sees the boxer tire out, and it winning the match.
When asked about the ad, TRP’s head of strategy, Kyle Ross, said that a clear demonstration is a powerful way to sell a product. And in this case, showing off just how strong Samsonite is proves that it can withstand anything that a journey sends its way.
“Seeing will always be believing. That’s why a demo well told is such a potent way to build brand and sell product,” Ross said.
“This campaign vividly demonstrates how Samsonite products endure even the most intense pressure. If they can survive a heavyweight’s punches, they can handle anything your journey throws at them.”
The heavyweight boxer spot is the latest iteration of Samsonite’s ‘Seriously Tough’ platform, with the last creative work showcasing the brand’s strength against various heavy objects and machinery.
“This latest instalment of the Samsonite VS series is another testament to the Samsonite superior strength and durability of our products,” said Samsonite Australia’s general manager, John Mavroudis.
“We remain dedicated to continually showcase the essence of our brand DNA to both our future and current customers by creating innovative, durable and lightweight suitcases designed to withstand the rigors of travel.
“This campaign further highlights the resilience of our Curv® material technology, emphasising its ability to flex and absorb impacts while enduring the extreme conditions we subject it to.”
Already in market across Australia, the campaign is airing on social media, connected TV, out-of-home and online video channels.
Credits
Client: Samsonite
John Mavroudis: general manager
Ivana Tendean: product and marketing manager
Creative and Media Agency: TRP
Ian Ross: managing director
Kyle Ross: head of strategy
Steve Jemison: digital performance manager
Margaret Hooper: producer
Tom Markovich: head of creative
Chas Bayfield: copywriter
Production Credits
Director: Marc Verna
Producer: Lawrence Phelan
1st AD: Emma Gillett
DOP: Andy Poole
1st AC: Bailey Quinn
Gaffer: Ryan Fish
Key grip: Adam Vitolins
LX: Brendan Hession
LX: Henry Ripper
Lighting rigger: Clint Roche
Production designer: Bianca Milani
Standby props: Jake Feast
Art assist: Joe Gains
Costume/stylist: Sally Cheng
Head rigger: Graham Jahne
Rigger: Chris Weir
HAMU: Sam Pearce
Sound: Alex Christensen
Safety supervisor: Siros Niaros
BTS video: James Tan
Photographer: Alistair Fletcher
Boxing ring design: James Norris
Runner: Keegan McLaughlin
Catering: Kartel Catering
Editor: Marc Verna
Colorist: Adrian Eppel
Sound design and Mix: Lachlan Vermont
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Good idea but who actually watches adverts these days, (apart from Optus Sports subscribers who not only pay a sub but then they get smashed with ads everytime they fast forward the picture. Now those brands on there might be getting some very substantial reporting views but very little or if anything negative engagement views from the viewers. Optus Sport coverage has turned into a joke, reminds me of Murdoch’s Foxtel ramming ads down your throat..). The sooner the EPL offer up their fees to a variety of broadcasters per market the better. Competition creates a better service.