Samsonite ups the ante in latest ‘Seriously Tough’ spots, via TRP

Luggage brand Samsonite has launched a new iteration of its long-standing ‘Seriously Tough’ campaign, showcasing how it can endure extreme conditions, via indie creative and media agency TRP.

Across four new spots, the campaign pits Samsonite against ‘the claw’, ‘the beast’, and a barrel of crushed grapes.

“We are committed to continue educating the market on the superior strength and durability of our products to future and existing Samsonite customers,” said John Mavroudis, general manager at Samsonite Australia.

“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.”

TRP’s head of strategy, Kyle Ross, added: “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.”

The new ads are live across TV, online video and social media.

Other assets:

Samsonite vs The Beast

Samsonite vs 200L of crushed grapes


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  

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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