Samsonite Casts John Turturro in the New York Sequel of "It's Not Just a Bag, It's a Samsonite™" Campaign

An icon meets an icon in a cinematic campaign about legacy, movement and great luggage

MANSFIELD, Mass., July 23, 2025 /PRNewswire/ -- Samsonite, the iconic and trusted leader in travel gear, has unveiled the latest chapter of its brand platform "It's Not Just a Bag, It's a Samsonite," starring award-winning actor, director and native New Yorker John Turturro.

Photographed in front of the iconic Grand Central Station, at a midtown taxi stand, on a scenic corner of New York's Upper East Side and in the stillness of an elevator ride the campaign follows Turturro in his natural rhythm: in motion and deeply tied to the city that shaped him. The result is part portrait, part story, and entirely Samsonite.

"Shooting with John Turturro on the streets of New York City was a celebration of enduring icons - Samsonite, John and the city itself," said Nicole Adriance, Senior Director of Brand Marketing at Samsonite. "With nimble street-level production we captured the character and authenticity that define both John and Samsonite. This campaign is a tribute to legacy, reminding the world that 'It's Not Just a Bag, It's a Samsonite.'"

John Turturro was a natural choice to lead the next chapter of Samsonite's campaign platform because, like a great actor or a great suitcase, some things get better with experience. Turturro's career is defined by thoughtful storytelling and grit. Like Samsonite, he's timeless yet modern, and iconic without trying. He understands that each role demands something different, just like every journey.

This campaign is a love letter to the way travel shapes us, and how what we carry helps tell our story. It's not just about luggage. It's about momentum. Craft. Character. On set and in motion, John trusts Samsonite to keep up with every script, every city, every scene.

Whether you're headed across boroughs or boarding a red-eye, carry something that moves like you do. The Samsonite Proxis™ and Silhouette 18™ collections featured in the campaign are available now on Samsonite.com and select retailers nationwide. "It's Not Just a Bag, It's a Samsonite" featuring John Turturro can be seen across multiple digital platforms.

Link to hi-res images: HERE

Photo credit: Courtesy of Samsonite
Photographer: Alicia Shi
Creative Concepting and Talent Partnership: M+C Saatchi SENA
Producer: Victoria Shchepakina
Wardrobe Stylist: Carolyn Son
Prop Stylist: Cristina Allen

For more information, visit www.samsonite.com or Instagram:@samsoniteusa | YouTube:@samsonite | TikTok:@samsoniteusa. #ItsASamsonite

About Samsonite
Founded in 1910, Samsonite is the world leader in superior travel bags, luggage, backpacks and accessories. Samsonite builds trusted and innovative products that elevate the way we travel. Inspired by the past and built for the present, Samsonite's purpose is to pack confidence into every single journey and believes those who experience the world will move it forward. www.shop.samsonite.com

Instagram:@samsoniteusa | YouTube:@samsonite | TikTok:@samsoniteusa

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SOURCE Samsonite