Blak Labs Singapore unveils a fresh Samsonite commercial offering a unique fisheye perspective on travel – Campaign Brief Asia

Samsonite, the renowned lifestyle bag and luggage brand, has introduced its latest innovation in travel technology – the Aero-Trac Whirl suspension wheel system. This patented system is designed to minimize rolling vibration and noise, providing travelers with a smoother and quieter journey. The brand has collaborated with Blak Labs Singapore to create a captivating spot that showcases this groundbreaking technology in a unique and engaging way.

The new spot features a pet fish hitching a ride atop a Samsonite suitcase as it glides effortlessly across undulating terrain. This creative concept not only highlights the quiet and maneuverable nature of the Aero-Trac Whirl suspension wheels but also adds a touch of whimsy and intelligence to the brand’s marketing campaign. The use of a fish bowl as a prop cleverly demonstrates the smooth, stable, and silent performance of these innovative wheels.

Hazlina Dayangku, Assistant Director of Marketing & Brand Strategy at Samsonite Singapore, expressed the brand’s commitment to innovation and customer satisfaction through the development of the Aero-Trac Whirl suspension system. This advanced technology enhances maneuverability, shock absorption, and noise reduction, ensuring an unparalleled travel experience for customers. The collaboration with Blak Labs allowed Samsonite to craft a narrative that not only celebrates the remarkable features of the suspension wheels but also entertains and engages viewers.

Douglas Goh, Head of Creative Asia (Digital) at Samsonite Asia, emphasized the effectiveness of using a fish bowl to showcase the benefits of the Aero-Trac Whirl suspension system. The spot not only conveys the message of smooth and silent travel but also adds a touch of humor and charm to the brand’s communication strategy. The visual of the goldfish arriving safely at its destination, with other fishes joining in for the ride, effectively communicates the reliability and comfort provided by Samsonite’s innovative technology.

Koh Hwee Peng, Creative Partner of Blak Labs, highlighted the importance of delivering the message in a captivating and engaging manner. By recognizing the short attention span of audiences, the spot successfully conveys the benefits of the Aero-Trac Whirl suspension system in a charming and memorable way. The campaign, produced by Moviola and directed by Juffrie Friday, is set to make a splash across Asian markets, showcasing Samsonite’s dedication to innovation, creativity, and customer satisfaction.

In conclusion, Samsonite’s introduction of the Aero-Trac Whirl suspension wheel system represents a significant advancement in travel technology. By collaborating with Blak Labs and creating a captivating spot that showcases the benefits of this innovative system, Samsonite has effectively communicated its commitment to providing customers with a superior travel experience. The use of a fish bowl as a prop adds a touch of humor and charm to the campaign, making it both informative and entertaining for viewers. With its focus on innovation, creativity, and customer satisfaction, Samsonite continues to set the standard for excellence in the travel industry.