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‘Hard to Let Go’, when you have American Tourister’s Curio as your travel partner

The campaign by American Tourister brings out a sense of belonging and the love one has for the brand. Frequent traveller themselves, Ronaldo and Kohli exemplify this concept with Curio luggage, which is their constant travel companion

Click on the Image to watch the TVC.

The international travel gear giant, American Tourister, in its latest TVC has featured champion footballer Cristiano Ronaldo and master blaster cricketer Virat Kohli. The footballing and cricket superstars’ association showcases the gorgeous Curio range by American Tourister and has been moulded in a 360-degree marketing campaign, which includes television, print, outdoor and digital activation.

The campaign by American Tourister brings out a sense of belonging and the love that one has for the brand – the ‘hard to let go’ fond memories and sentiments that are usually associated with favourite products. Frequent traveller themselves, Ronaldo and Kohli exemplify this concept with American Tourister’s Curio luggage, which is their constant travel companion. The two brand ambassadors’ lifestyle is closely aligned with American Tourister’s (and Curio’s) target audience, specially the on-the-go millennials.

“Hard to Let Go” is showcased in the campaign’s television commercial, which sees the footballer return from his various overseas trips. Ronaldo finds it difficult to let go of his suitcase and checks himself in with the luggage. He amazes one and all, and the passengers cheer as they see him holding on to his suitcase all the time even on cargo carts and in the plane. The passengers waiting to collect their luggage near the conveyer belt are surprised to see the footballer emerging out of the conveyer belt still holding on to his American Tourister Curio. The TVC spins a twist at the next shot. We see passengers go even more berserk and the applauses grow louder as they see Kohli, also on the conveyer belt with his favourite American Tourister Curio luggage. Both the legends smile at each other while clinging on to their ‘hard to let go’ favourite brands. The commercials end with a ‘hard to let go voice-over’ and the TVC zooms in on the latest Curio range of luggage by American Tourister.

Ronaldo said, “I’m delighted to be American Tourister’s brand ambassador. As an avid traveller, I love the brand, their suitcases, and the active, lifestyle they promote. I’m looking forward to seeing the fans’ reactions to the series of television commercials. It’s going to be a fun year ahead!”

American Tourister has engaged the award-winning commercial director Augusto de Fraga to bring this to life in a series of television commercials. Fraga said, “The athletes brought a lot to the production. Their professionalism, dedication and commitment to the project were world class, and their authenticity in reliving their most precious travel-related memories really shines through in the final cut of the commercial. Fans will enjoy this!”

Kohli said, “This is my third campaign shoot with American Tourister and as time passes, I am liking the brand even more. Being a frequent traveller, the latest campaign messaging is very close to my heart. Luggage is a constant travel companion, and as a traveller you always want it by your side. This thought has been wonderfully presented by American Tourister and I couldn’t have agreed more! The brand has carved a niche in my heart, which is indeed hard to let go.”

Jai Krishnan, CEO, Samsonite South Asia shared his thoughts on the campaign, “It’s fantastic to have Cristiano and Virat to star in our latest campaign. They represent the young spirit and adventurous personality of the American Tourister brand, and our Curio product line-up. I’m confident that this collaboration of bringing two of the biggest personalities showing their love for the brand will take American Tourister to the next level.”

The TVC:


Advertising Agency: TBWA\Spain

Client: American Tourister

Client contact: Angie Law

Chief Creative Officer & VP: Juan Sánchez

Chief Creative Officer: Guillermo Ginés

Creative Directors: Luis Munné, Raúl Barbolla

Copywriters: Luis Munné, Charlie Lastra, YleniaEsquerdo

Art Directors: Pepelu Sánchez, Maite Robaina

Client Services Director: Beatriz Moreno

Account Supervisor: Malena Canterio

Executive Account: Alejandrina Fontana

Production Manager: Mariluz Chamizo

Graphic Production Manager: Nuria Mazarío

Photographer: Nuno Correia

Chief Strategy Officer & VP: Jesús Fuertes

Digital Planner: Denitsa Andreeva

Head of Digital: Paco Mateos

Digital Production Manager: Rebeca Garrobo

Project Managers: Diana Benito, Pablo Delgado

Developers: David San Blas, David Álvarez

Production Company: Grayskull

Director: Augusto de Fraga

Producer: Natalia Vargas

Executive Producers: Jesús Álamo, Dani Monedero

Photography Director: André Szankowski

Making off: Moirè

Music: Audionetwork

Posproduction: La Huella

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