Samsonite VS Heavyweight Boxer: Samsonite packs a punch in new ‘Seriously Tough’ campaign via TRP

Samsonite, the world-renowned leader in premium luggage and travel accessories, has launched the newest chapter of its iconic “Seriously Tough” campaign via TRP. This time, the brand takes durability to the next level by facing off against a formidable opponent: a heavyweight boxer.

The ad pushes Samsonite’s legendary toughness to the limit with a series of dramatic, high-impact demonstrations. In this striking new spot, Samsonite luggage withstands punishing blows from a professional boxer, showcasing its resilience and strength under extreme conditions.

Says John Mavroudis, general manager at Samsonite Australia: “This latest instalment of the Samsonite VS series is another testament to the Samsonite superior strength and durability of our products. We remain dedicated to continually showcase the essence of our brand DNA to both our future and current customers by creating innovative, durable and lightweight suitcases designed to withstand the rigors of travel. This campaign further highlights the resilience of our Curv® material technology, emphasising its ability to flex and absorb impacts while enduring the extreme conditions we subject it to.”

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. This campaign vividly demonstrates how Samsonite products endure even the most intense pressure. If they can survive a heavyweight’s punches, they can handle anything your journey throws at them.”
The campaign is currently live across out-of-home, connected TV, online video and social media nationally.

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

Director: Marc Verna
Producer: Lawrence Phelan
1st AD: Emma Gillett
DOP: Andy Poole
1st AC: Bailey Quinn
Gaffer: Ryan Fish
Key grip: Adam Vitolins
LX: Brendan Hession
LX: Henry Ripper
Lighting Rigger: Clint Roche
Production designer: Bianca Milani
Standby props: Jake Feast
Art assist: Joe Gains
Costume/stylist: Sally Cheng
Head rigger: Graham Jahne
Rigger: Chris Weir
HAMU: Sam Pearce
Sound: Alex Christensen
Safety supervisor: Siros Niaros
BTS video: James Tan
Photographer: Alistair Fletcher
Boxing ring design: James Norris
Runner: Keegan McLaughlin
Catering: Kartel Catering
Editor: Marc Verna
Colorist: Adrian Eppel
Sound design and Mix: Lachlan Vermont