Heaven & Hell

I saw this advertisement for Samsonite by JWT, titled 'Heaven & Hell' and I absolutely loved it!!











 (You can click to see a larger image)
The ad captures the essence of what the brand is all about, and what an effective way to do it. That's right you never know what happens to your luggage once its checked in, and its definitely not as smooth a ride as it is for you we all notice a little wear and tear ...hence building on that theme (and with a little exaggeration of course!) you have an effective ad which depicts what the brand quality is all bout. Nothing happens to a Samsonite...period!

This ad is great for the brand, but I could not help wonder, would this affect people's perceptions of airlines and their luggage handling systems? Should we be a little afraid that we actually need suitcases like Samsonite?
I guess its this uncertainty which what the ad capitalizes on and which makes it so effective, leaving you feeling that your luggage had just a smooth ride as you.