On the last Monday in January, Tumi made waves with the introduction of its latest luggage collection: the A3 line. But beyond its reconfigured carry-ons (which will charge your phone and offer multiple ways to get to your belongings) and a multitude of personalization options, the collection is notable because of the spokespeople Tumi chose to promote it: Lenny and Zoë Kravitz.
Instead of a splashy series social-ready videos, Tumi followed the father and daughter along on a trip to Eleuthera, an island in the Bahamas where their family has deep roots. It would be deeply touching and a seriously impressive accomplishment if it weren’t the first time the father and daughter have appeared in a film together. Why? It’s the kind of campaign that feels like it’s capturing something genuine and promoting a truly great line of products at the same time. (You can watch the full video here to see what we mean.)
It’s one of those rare feats of marketing that brings you closer to a product in a palpable way. Take a look at the full collection at the link below.
Alpha 3 Extended Trip Expandable 4 Wheeled Packing Case by Tumi $1,225
Alpha 3 Continental Dual Access 4 Wheeled Carry-On by Tumi $895
Alpha 3 Double Expansion Travel Satchel by Tumi $450
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