- Luxury luggage maker Tumi created a 5-minute-plus YouTube video starring Emmy-winning actor Alexander Skarsgard where he travels around the world on a single degree of latitude with a suitcase from the brand's new Latitude line in tow, a news release announced.
- The short film, directed by Augustus Punch, features scenic views of travel destinations where each stop highlights one of the Tumi Latitude suitcase's qualities. Skarsgard's adventure begins in Tolna/Szekeszard, Hungary, where he receives his mission. He then travels to Lake Como in Italy, where he meets actress and model Camille Rowe and finds another piece of intelligence. In Cougar Mountain, WA, he flies in a vintage plane, and then faces a sandstorm in Mongolia before finding the mission's objective and returning to Hungary.
- Tumi created shorter versions of the film to run on its social media channels, including Facebook and Instagram. Along with the videos, the global campaign includes digital and out-of-home elements.
With its new James Bond-esque campaign, Tumi seems to be doing a lot right with the longer-form video format. The short film will likely appeal to viewers' wanderlust with shots of exotic destinations and the narrative featuring Skarsgard. While the new suitcase has a starring role alongside the actor, it blends fairly naturally into the story, making it feel less like an overt advertisement.
Celebrities have served as spokespeople in advertising campaigns for years, but more marketers are developing video content like Tumi's that mirrors Hollywood movies in form and production quality. Marriott's "Two Bellmen" scripted video series has included entries that run nearly feature-length, and have racked up millions of views for the hotel chain. This meets a growing demand in the market, as long-form video content last year was estimated to have accounted for 63% of the time consumers spent watching videos online, according to Ooyala. Tumi tailoring its video in shorter snippets for social media also makes sense, as mobile is forecast to be the biggest driver of digital video content, with video traffic on the channel projected to grow by 50% per year through 2023, per research from Ericsson.
To address marketers' growing interest and investment in longer-form video, industry trade groups the IAB and 4A's in January released an addendum to their terms and conditions around the content type. The first such update since 2009, it covered viewability, brand safety, ad tag and materials preparation, rules and process for reporting and measurement discrepancies and many other provisions to help marketers streamline their campaigns.