Samsonite has launched the latest chapter in its long-running Seriously Tough campaign via TRP. The new 30-second spot, ‘Samsonite vs The Wrecking Ball,’ pushes the promise to new extremes.
Filmed at Melbourne’s iconic Calder Park Raceway, the spot opens with a two-tonne wrecking ball looming beside a Samsonite case. The ball is released with the kind of force that flattens buildings, smashing into the case and sending it flying. When the dust settles, the Samsonite is rolled away unscathed.
“We take every opportunity to stay true to the Samsonite brand while embracing innovation at every turn. Currently in the fourth series, the Samsonite VS Series has once again set a new benchmark—showcasing the undisputable strength and durability of our products,” said John Mavroudis, general manager at Samsonite.
“Made to the highest industry standard in our purpose-built European facilities, the C-Lite and Proxis collections are crafted from innovative Curv and Roxkin materials where the product USPs speak for themselves. Working with TRP, we bring our wildest product demonstration ideas to life with memorable impact—proving once again why Samsonite is the global leader in travel.”
“When a brand commits to a long-running idea with real creative conviction, it builds memory, preference, and long-term margin,” added Kyle Ross, head of strategy at TRP.
“The Seriously Tough platform has created real brand equity advantages for Samsonite, and generated over +18.5 million organic impressions on TikTok alone. It’s a reminder that if you want people to be interested in your brand, it pays to do interesting things”.
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
Production Company: Wildebeest
Director: Jarred Osborn
EP: Josie Baynes
Producer: Jes Evans
DOP: Nyssa Mitchell
Editor: Ilya Mallov
Colour Grade: Ted Deacey
Sound Design: Production Alley
