Samsonite has returned with the latest installment of its global “It’s Not Just a Bag, It’s a Samsonite” campaign, this time featuring acclaimed actor John Turturro and a vibrant tribute to New York City. The ad campaign combines elegance and humor, using Turturro’s signature charm to show that a Samsonite is more than just luggage – it’s a statement.
Set against the dynamic streets of NYC, the cinematic ad plays out like a short film. It opens with Turturro being dropped off curbside after an upscale event. He struts through Manhattan, impeccably dressed and effortlessly cool, pulling his Samsonite luggage behind him. The punchline? Despite all his swagger, he forgot to arrange a ride home.
A Campaign With Swagger and Heart
Created in collaboration with agency Pereira O’Dell, this new chapter in the campaign is both stylish and tongue-in-cheek. The concept is simple but compelling: a Samsonite bag speaks volumes about the person carrying it. Turturro’s character is suave and collected, and the Samsonite luggage fits right in – sturdy, sleek, and iconic.
The campaign celebrates Samsonite’s heritage while aligning it with cultural sophistication and a distinctly New York attitude. It follows earlier chapters in Paris and London that starred French actor Vincent Cassel and British actress Millie Bobby Brown, respectively. This NYC edition adds another layer of cultural specificity, using architecture, taxis, and sidewalks as a cinematic backdrop.
New York as the Co-Star
The campaign doesn’t just feature New York – it’s a love letter to the city. From yellow cabs to neon-lit bodegas and skyline views, the ad captures the spirit of the Big Apple. In doing so, Samsonite continues to evolve its image from purely functional to emotionally resonant, tapping into urban energy and identity.
“It’s Not Just a Bag, It’s a Samsonite” is more than a slogan. With each new chapter, the campaign builds a larger story about movement, individuality, and the lives we lead through the cities we travel.
