Pitting the suitcases against a weapon-wielding wrecking crew, a crash derby stock car and a piano in full flight.
Luggage company Samsonite has demonstrated the impact performance of its C-Lite and Proxis suitcase in three brash, new strength-test videos via agency partner, TRP.
The campaign pulls no punches, pitting Samsonite suitcases against a weapon-wielding wrecking crew, a crash derby stock car and a piano in full flight.
It shows audiences that Samsonite is seriously tough, so they can be sure theirs will handle anything they could possibly throw at it.
John Mavroudis, GM at Samsonite Australia, said in these video series, Samsonite put its iconic premium suitcases such as Proxis and C-Lite to the ultimate test.
"Showcasing their unparalleled resilience and durability – a testament to Samsonite’s dedication to providing travellers with luggage that is both lightweight and goes beyond expectations to stand the test of time," he said.
Kyle Ross, head of strategy at TRP, said seeing will always be believing.
"That’s why a demo well told is such a potent way to build brand and sell product. And when a product performs this well under extreme stress, it would be plain irresponsible for us not to show it," said Ross.
"The spots were a blast to make, and we’re excited to see what we can achieve with them.”
The campaign is live now across connected TV, online video and social media.
John Mavroudis: General Manager
Ivana Tendean: Product and Marketing Manager