Samsonite breaks through walls

The campaign encompasses broadcast, online, print and outdoor advertising. The campaign is developed by TBWA/Brussels, with Maxus Global being the media agency.

The TVC, entitled “The Breakthrough”, will be aired on Starhub TV (National Geographic, Fox Movie Premium, FX Asia, CNN, CNBC and BBC) and Mio TV. It showcases Samsonite cases crashing through walls of five to 20 cm thick, made of plasterboard, polystyrene and fragmented stones assembled with cement, at speeds of up to 180km/h.

Online advertisements will run on various websites such as MSN, while the outdoor advertising component will see the airing of the TVC at Chevron House at Raffles Place and advertisement placement at Raffles Place SMRT.

The print advertisements, meanwhile, will be in The Straits Times and The Business Times.

Frantz Braha, vice president of Samsonite Southeast Asia, said, “This advertising campaign vividly captures Samsonite’s technologically advanced innovations and strengthens the brand’s avant garde positioning as it continually delivers robust products in exquisite designs for the world-class travellers."