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Jet Propulsion Lab's picture
Jet Propulsion Lab
10683 pencils

This is very good work.
Right on strategy. I like how they used a different approach to drive home the same old product benefit Samsonite's been touting for decades.
Love the way how the light falls softly on the combination lock.

pindaro's picture
526 pencils

the light falls softly?

Jet Propulsion Lab's picture
Jet Propulsion Lab
10683 pencils

See the subtle lighting on the lock in the lower left hand corner?
One of those little minor details in an ad (actually in this case, pretty crucial to the concept) only people in the creative field seem to appreciate.

Obviously not you and Mo...

pindaro's picture
526 pencils

That I know..... but that lock is as subtle as an elephant fighting in a sumo match.

Mo's picture
648 pencils

yeah..not so true.

Qbird's picture
142 pencils

ermmm... if its THE ONLY WAY to open a Samsonite, then how did they make it into a campaign??

there are more ways yah??

joe_connelly's picture
12 pencils

Yes, there are three ways to open a samsonite ...

act's picture
535 pencils

you'll be treated like a terrorist if you carry a samsonite, thats what this ad is trying to say.

satan's picture
181 pencils

xxxxxagration is in the air

jebus's picture
472 pencils

Totally awesome. Brilliant idea, photography, copy and art direction. See ya at Cannes/CA/1Show/Everything. : )

xgeronimo's picture
21 pencils

simple and strong idea. congrats.

Mo's picture
648 pencils

Yes, I like it. Pretty cool idea..not loving the execution though.

Throl's picture
Throl gud

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