Samsonite's new TVC is set to break new boundaries with its Cosmolite and Cubelite brands.
Shot in Europe, ‘The Breakthrough’ balances the use of advanced film technology and techniques with a simple and clear creative concept that is able to visually communicate the key attributes of the luggage – strength and lightness – in perfect harmony. The suitcases were rigged to powerful bungee cords to pull the luggage through the wall with amazing force. When the bungee cords were released, the suitcases were pulled through prepared walls from five to 20 cm thick that are made of plasterboard, polystyrene and fragmented stones assembled with cement, at speeds of up to 180km/h.
Cosmolite and Cubelite are Samsonite’s distinct work of art. This ad campaign captures Samsonite’s technologically-advanced innovations and strengthens the brand’s positioning as it continually delivers robust products in exquisite designs for the world-class travellers,” said Mr Frantz Braha, Vice President of Samsonite South East Asia.