Samsonite, the globally renowned lifestyle bag and luggage brand, has launched an inventive campaign highlighting its cutting-edge Aero-Trac™ Whirl suspension wheel system, designed to reduce rolling vibration and noise dramatically. This creative spot, developed by independent agency Blak Labs Singapore, features a pet fish smoothly gliding on top of a Samsonite suitcase as it navigates through rugged terrain, perfectly illustrating the unparalleled stability and quietness of the Aero-Trac™ wheels.
“Our advanced Aero-Trac™ Whirl suspension technology significantly enhances maneuverability, shock absorption, and noise reduction, providing our customers with an exceptional travel experience,” said Hazlina Dayangku, Assistant Director of Marketing & Brand Strategy (SEA) at Samsonite Singapore. “Partnering with Blak Labs, we crafted a playful and intelligent narrative that not only showcases these impressive features but also underscores our commitment to innovation and customer satisfaction.”
Douglas Goh, Head of Creative Asia (Digital) at Samsonite Asia, explained the creative concept: “The fish bowl is a brilliant metaphor for demonstrating the smooth, stable, and silent nature of our suspension wheels. Our goldfish not only enjoyed a safe and serene journey, but its tranquil ride also invited other fish to join in.”
Koh Hwee Peng, Creative Partner at Blak Labs, added, “In an age where attention spans are fleeting, our spot delivers the message charmingly and engagingly, ensuring that the audience connects with the product’s benefits immediately.”
The campaign, which began rolling out across Asian markets this week, was produced by Moviola with direction from Juffrie Friday.