Samsonite has launched the latest installment of its long running 'Seriously Tough' campaign, with new work from TRP.

A new 30-second television commercial, titled 'Samsonite vs The Lowrider,' features a lowrider car repeatedly slamming down on a Samsonite case, which then snaps back into shape. The visual aims to dramatise Samsonite's claim of superior durability.

The campaign targets new customers and category shoppers in high-traffic retail environments, with TRP responsible for both the creative and media strategy. The lowrider film will be distributed across digital video, social media, and point-of-sale channels. Samsonite's C-Lite and Proxis collections are highlighted in the campaign, crafted from Curv(r) and Roxkin(tm) materials.

General Manager at Samsonite, John Mavroudis, said: "We take every opportunity to stay true to the Samsonite brand while embracing innovation at every turn. Currently in the 4th series, the Samsonite VS Series has once again set a new benchmark-showcasing the undisputable strength and durability of our products. Made to the highest industry standard in our purpose-built European facilities, the C-Lite and Proxis collections are crafted from innovative Curv(r) and Roxkin(tm) materials where the product USPs speak for themselves. Working with TRP, we bring our wildest product demonstration ideas to life with memorable impact-proving once again why Samsonite is the global leader in travel. Buckle up!"

Head of Strategy at TRP, Kyle Ross, said: "Our job isn't just to make ads. It's to build memory structures that influence tomorrow's buying decisions. And the data is clear: dull ads are death to ROI. If your work isn't getting noticed, it isn't working. That's why we continually focus on finding fresh ways to reinforce brand truth with energy, tension, and stopping power for Samsonite - and never letting the work go unnoticed."

The production company for the commercial is Wildebeest, with direction by Jarred Osborn.