Turturro's Style, and the Samsonite Shift
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July 23, 2025
Turturro's Style, and the Samsonite Shift
Can smart casting and emotional storytelling make luggage aspirational?
With Samsonite's latest spot doesn't just sell luggage, it sells a feeling. With John Turturro leading the way, the brand taps into swagger, nostolgia, and emotional nuance. As Sooth founder Ian Baer told Adweek, this campaign hits with "urban millennials and gen x travelers," combinging smart casting with an aspriational yet grounded tone that sticks.
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