American Tourister: The dancing bags.

How often do you spot an ad with tamil lyrics and a young bunch of enthused models having fun on the exotic sunny streets of Paris, all together? Well, the latest TVC for American Tourister is just that. And they did get it, spot on.

Created by JWT Hongkong, what really attracts me is its vibrant youthful energy that the ad radiates, obviously impersonating the young range of Vivolite. I mean, wouldn't we love lighter luggage in fresh cool colours like these? Honestly, I am done with black. High time we add colours to travelling. And to those conveyer belts.

The sunshine look of the ad has been executed with some brilliant camerawork and of course the pacy editing that packs a lot in those 30 seconds.  The soundtrack, put together by Mortan Wilson of Schtung Music reminds me of the Nike cricket ad with those Goan lyrics (incidentally made by JWT India) that instantly makes you want to get up and add some sizzle to your life. While Mr. EPS Menon, CEO Samsonite South Asia believes that their brand reaches out to the growing Indian segment of youths world over, it is not surprising that the campaign goes out of its way to justify that with an indianised soundtrack, customised especially for the Indian market. The rest of Asia has the ad backed up with an english soundtrack.

Though I don't know what those lyrics mean (and most of us may not), I am sure it would stir up the travellers to have some fun.  Seems like it IS going to take on the world.