Shot in Australia, the commercial is set in a crash-test lab, where a car travelling at 40km per hour collides head-on with the Cosmolite. Absorbing the impact of the collision, the indestructible Cosmolite springs back into its original shape, demonstrating the strength and exceptional impact resistance of the revolutionary Curv material that Cosmolite is made with.
“Cosmolite is one of the most visually stunning and technologically-advanced examples of Samsonite’s innovation. This advertising campaign will drive home the sheer strength and durability of Cosmolite, and will further strengthen the brand’s positioning as the most innovative brand delivering robust products and exceptional designs for the sophisticated globetrotter, ” said Frantz Braha, vice-president of Samsonite for Southeast Asia.
The integrated campaign encompasses broadcast, online, print and outdoor advertising. The TVC will be aired on Channel 5, Channel 8, Channel News Asia, Starhub TV (Nat Geo, Discovery, AXN, BBC) and Mio TV while online advertisements will run on various websites including MSN, Yahoo, Straitstimes.com and BBC.com.
The campaign also includes an outdoor advertising component with the TVC airing at business and commercial buildings in prime districts such as Tanjong Pagar, Raffles Place, Shenton Way and Orchard Road.
It was recently announced that JWT Hong Kong had been assigned Samsonite's creative duties for the region.
Credits:
Campaign Cosmolite TVC
Client Samsonite International
Creative agency Grape Communication (Korea)
ECD JW Kang
Creative director DH Jin
Copywriter WJ Choi
Art director SR Park, SK Kang
Account servicing Ian Choi
Production house (CLIQ) Planit, Demian
