Samsonite is 'Seriously Tough' in latest chapter via TRP

2 April 2024

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"These videos are representations of very extreme conditions that the innovative shell material can withstand."

Luggage and travel accessories company Samsonite has unveiled the latest addition to its long-standing Seriously Tough ad campaign.

The new ads, developed by independent creative and media agency TRP, feature epic demonstrations of Samsonite luggage enduring extreme conditions.

Samsonite Australia general manager John Mavroudis said the company is committed to continue educating the market on the superior strength and durability of its products to future and existing Samsonite customers.

"These videos are representations of very extreme conditions that the innovative shell material can withstand. Our Roxkin and Curv materials are the epitome of our brand innovation that is the cornerstones of our DNA that will continue to provide smart travel solutions for our consumers' future needs," he said.

TRP head of strategy Kyle Ross said these spots work to reinforce Samsonite’s incredible durability through a series of dramatic product demonstrations.

"We’re not just selling suitcases, we’re selling peace of mind. And when a product performs this well under extreme stress, it would be plain irresponsible for us not to show it," said Ross.

The new ads have rolled out in Australia across connected TV, online video and social media.



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

John Fazio: Copywriter


Production Credits

Director: Marc Verna

Producer: Lawrence Phelan

DOP: Andy Poole

1st AD: Emma Gillett

1st AC: Bailey Quinn

2nd AC: Ruby Taylor

Gaffer: Tom Savige

Best Person: Coco Mata

Production designer: Rennie Watson

Art assist: Brendan Norvill

Head rigger: Graham Jahne

Rigger: Jayden Irving

Safety supervisor: Siros Niaros

Runner: Keegan McLaughlin

BTS: James Tan

Truck driver: Brock Thomas

Truck assist: Greg Bracken

Editor: Marc Verna

Color: Bluescreen

Sound design/mix: Mat Dwyer

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