Samsonite pushes the boundaries yet again in new ‘Samsonite vs The Drag Car’ campaign via TRP
TRP has launched the latest chapter in Samsonite’s long-running Seriously Tough campaign. The new 30-second spot, “Samsonite vs The Drag Car,” pushes the promise to new extremes.
Filmed at Melbourne’s iconic Calder Park Raceway, the spot opens with a Samsonite case chained to the back of a drag car, moments from takeoff. The engine roars to life and in a blur of smoke and speed, the dragster explodes down the strip, dragging the Samsonite case like dead weight. The suitcase skids, scrapes, and slams across the tarmac, taking every hit.
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 marks the third in a series of new creative for Samsonite, each designed to reinforce the Seriously Tough positioning through unforgettable, entertaining product demonstrations.
Samsonite vs The Drag Car launches across Netflix, digital video, social, OOH 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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