TV still
Gorilla
American Tourister · 1970
- Agency
- Doyle Dane Bernbach
- Campaign
- Gorilla
Analysis
A gorilla grabs a suitcase inside its cage. The film makes rough luggage handling the basis of a durability demonstration.
Extreme demonstrationAnimal characterExaggeration
Why it worked
The unusual handler gives a common travel worry a memorable form. The suitcase stays central to the action.
Lesson
Turn a practical concern into a visible test.
Image source
© American Tourister. Shown for study and commentary.
Not affiliated with or endorsed by American Tourister.