Campaign: Live Fashionable
Brand: American Tourister
Company : American Tourister
Agency: Taproot India
The Campaign
The film opens on a woman waiting at a bus-stop in the middle of nowhere. She is tired and weary of standing in the hot sun with nowhere to sit. That?s when a young man walks in with an American Tourister in tow. He reaches the bus-stop and then proceeds to sit on the bag. The woman notices and envies him. She too wants a place to sit. The man notices it and like a true gentleman flips over the bag on its side and makes space for her to join him. Thankful for the gesture, the woman approaches the bag and sits next to the man. As they introduce themselves a super appears on the screen ? Fashionably Friendly.
Our Take
We have heard about holiday romances, and what better when your trendy piece of luggage plays cupid. No dialogues, no stirring music, not even deep looks, just a peppy tune and some side glances are enough for this trendy trip to take off. Youngsters, the target audience for American Tourister, should certainly be able to identify with this ad, if not indulge in some wishful thinking. The underlying message is that when you have a trendy, stylish American Tourister suitcase or bag with you, even the most mundane, everyday tasks acquire a flamboyance of their own.
American Tourister was all along known for its ?Tough International Luggage? image. But that was a functional feature and with today?s audience now seeking a higher order benefit, the shift was waiting to happen. So the focus this time is on American Tourister’s other attributes? notably its looks?emphasised through its new tagline ?Live Fashionable?. And of course, with its stylishly designed products in colours like hot pink, lime green, pumpkin, graphite and yellow, American Tourister can live up to the claim.
The brand has launched three other ads as part of this campaign, each focusing on different attributes?the ?fashionably late? ad talking about its sturdiness, the ?fashionably independent? exemplifying its light weight features and the ?fashionably lost? ad which depicts its easy maneuverability.