Global luggage brand American Tourister has launched its latest campaign solely focused on Australian consumers.
The new campaign, titled ‘It Can Take It’, features local band Middle Kids.
Set against the backdrop of an airport car park rooftop, the campaign focuses on the brand’s durability. Middle Kids are seen pushing a trolley stacked high with luggage and, as the trolley tips, suitcases spill across the concrete.
The campaign includes both a 15-second and a 6-second video commercial for social media and digital, as well as out-of-home spaces
American Tourister GM Marcio Oliveira da Silveira – who also manages sister brand High Sierra and the overall business strategy – welcomed the partnership with Middle Kids.
“Their energy, creativity, and spirit perfectly reflect what American Tourister stands for – adventure, individuality, and bold self-expression,” he said. “For over 90 years, our brand has been trusted around the world for its durability and quality, and this campaign brings that to life in a fresh, vibrant, and fun way.”
In Australia, American Tourister sells through a dedicated online channel as well as through various stockists including Strand, Myer and The Iconic.