Carry on: Samsonite shows its lighter side

Brussels - Luggage brand Samsonite has released a series of online videos that showcase the innovative features behind its latest range, in tongue-in-cheek style.

The five videos, created by Saatchi & SaatchiBrussels, are set in a laboratory where each of Samsonite's latest products are put to the test in a series of bizarre trials.

In the Samsonite VERSUS International Weather Forecast video, the Samsonite Rainsport umbrella is pelted with buckets and nails to demonstrate the product's durability. The Lite-Locked case is placed in the centre of an extreme tug of war between tractors, horses and weightlifters.

Meanwhile, in the VERSUS Boarding Time video, the Samsonite X-Pression case is pulled through a makeshift assault course by a remote-controlled car to highlight the product's 360º spinning wheels.

'[The videos] really reinforce the strength, resilience and durability that have kept Samsonite at the forefront of the luggage industry for years,' says creative director of Saatchi & Saatchi Brussels, Alexander Cha'ban.

The quirky nature of Samsonite's VERSUS campaign is a great new example of a brand embracing Faction Marketing. To find out why more and more brands are using humour and storytelling to promote their products and services read our Faction Marketing macrotrend.