American Tourister – Survive Istanbul, Survive the world!

Agecny: Contract Advertising
Production House: FAR Commercials and FPS Productions (Istanbul)

Amercian Tourister is known to provide their customers with sturdy bags that can withstand a multitude of situations. Throw it off a building, jump on it and let it slide off a flight of stairs and it will still perform as good as new. Keeping the focus on bags that can face any situation, the new commercial carries on where they left off. The theme of ‘surviving a city’ continues in the new Istanbul commercial.

The ad is created for the new enterprising global Indian traveller. Today numerous people travel internationally for work or leisure and experiencing the culture of the city is an indispensible part of the trip. However the situations one might encounter may not always be hunky dory and one should be prepared. The last thing one wants is to lose their luggage and for it to be damaged in transit.

American Tourister bags have been designed keeping this in mind. It doesn’t matter where you go, your luggage can take the trauma and your possessions will stay undamaged. The Istanbul commercial features a middle aged man being lured in by a Turkish belly dancer for a Turkish Bath. He gives in only to realise later that he was set up as his bag gets stolen. He runs after the little man with the bag, who throws the bag from one height to another and down a flight of stairs. The man finally claims his luggage and is happy that his belongings are not damaged.

The ad is well shot in the crowded streets of Istanbul and sends across the message very well – If you luggage can survive Istanbul – It can survive the world. The choice of characters also makes the ad interesting to watch.

Jatin Khanna

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