Samsonite faces a lowrider beatdown in latest spot in its ‘Seriously Tough’ campaign via TRP
TRP has launched the first of three new executions for Samsonite as part of the brand’s long-running Seriously Tough campaign. It’s a brand platform built not just to claim superior durability, but to dramatise it in ways people won’t forget.
The 30-second spot, titled “Samsonite vs The Lowrider”, opens with a cinematic shot of a lowrider gliding into frame — all chrome, attitude, and hydraulic precision. With a hiss and a jolt, the car begins bouncing, slamming down repeatedly on a lone Samsonite case beneath its front wheel.
And then — as the car lifts one final time and the wheel comes to rest squarely on top — the Samsonite case shudders, then snaps right back into shape. As if nothing happened.
Says John Mavroudis, General Manager at Samsonite: “We take every opportunity to stay true to the Samsonite brand while embracing innovation at every turn. Currently in the 4th series, the Samsonite VS Series has once again set a new benchmark—showcasing the undisputable strength and durability of our products. 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. Buckle up!”
Says Kyle Ross, Head of Strategy at TRP: “Our job isn’t just to make ads. It’s to build memory structures that influence tomorrow’s buying decisions. And the data is clear: dull ads are death to ROI. If your work isn’t getting noticed, it isn’t working. That’s why we continually focus on finding fresh ways to reinforce brand truth with energy, tension, and stopping power for Samsonite — and never letting the work go unnoticed.”
This is the first of three new pieces of creative developed by TRP for Samsonite — each execution designed to reinforce the Seriously Tough positioning through unexpected product demonstrations built for both attention and action.
The lowrider film will run across digital video, social, and point-of-sale, targeting new customers and category shoppers in high-traffic retail environments.
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 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
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