Samsonite and TRP crush their newest advertising campaign

With help from advertising agency TRP, luggage provider Samsonite has created test videos to prove that its Proxis and C-Lite suitcase is tough as nails.

The announcement:

Global luggage leader, Samsonite, demonstrates the outstanding impact performance of their 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.

Says John Mavroudis, general manager at Samsonite Australia, “We take immense pride in being at the forefront of luggage innovation and technology, our commitment to delivering the strongest and most durable suitcase has never been more evident than in these Samsonite VS video series. In these video series, we put our 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.”

Says Kyle Ross, head of strategy at TRP, “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. 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.


Client: Samsonite
John Mavroudis: General 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: Senior Copywriter

Source: TRP


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