The Samsonite American Tourister Ads Show 'The Tough Standard'
Meghan Young — November 10, 2011 — Marketing
References: jwt & ibelieveinadv
The Samsonite American Tourister ad campaign is quite interesting. At first it might be a bit confusing considering the negative images in each print ad, but as one notices the resolute expressions on each 'victim's' face and pair them with the tag line, "The tough standard," it becomes glaringly apparent that these luggage pieces will inspire thick skin, strong will and determination.
Conceived and executed by Hong Kong-based ad agency JWT, the Samsonite American Tourister ad campaign really shakes things up with these prints. It turns dubious scenes into something rather heroic and then transfers that sentiment onto the luggage itself. It relies on people's association and interaction with each image. More than that, the Samsonite American Tourister ad campaign draws viewers in with the intriguing scenes in the first place.
Conceived and executed by Hong Kong-based ad agency JWT, the Samsonite American Tourister ad campaign really shakes things up with these prints. It turns dubious scenes into something rather heroic and then transfers that sentiment onto the luggage itself. It relies on people's association and interaction with each image. More than that, the Samsonite American Tourister ad campaign draws viewers in with the intriguing scenes in the first place.
Trend Themes
1. Resolute Luggage - The trend of luggage that inspires thick skin, strong will, and determination.
2. Negative Image Advertising - The trend of using negative images to turn dubious scenes into something rather heroic.
3. Interactive Advertising Campaigns - The trend of making ad campaigns that draw viewers in with intriguing scenes and people's interaction.
Industry Implications
1. Travel and Tourism - The luggage industry can adapt this campaign to attract adventure-seeking travelers looking for durable luggage.
2. Fashion and Apparel - The luggage industry can attract fashion-conscious consumers by incorporating this campaign's message of resilience and toughness into their branding.
3. Advertising - Advertising agencies can take inspiration from this campaign's effective use of negative imagery and interactive storytelling for their own clients.
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