Away Launches New 'Softside' Luggage Line

Travel brand Away just launched a series of spots to promote its latest line of luggage changing the game for on-the-go travelers. The new "Softside" line is exactly what it sounds like — a suitcase with a soft front exterior designed to withstand the rigors of traveling. 

The collection, which will range from $225 to $325, was born out of the insight that more than 50% of luggage sales in the U.S. have a soft side. Additionally, over 90 million U.S. travelers use only softside suitcases.

Away sought to address this with its new collection, alongside some added benefits. 

"We're introducing new features specific to the Softside traveler based on what they're looking for: a top flap opening with an interior organization that opens to a spacious main compartment, two no-show exterior pockets to access belongings easily, a proprietary stabilizer to keep the suitcase from tipping over when expanded as well as a matching TSA-accepted padlock," Away's brand VP Amanda Brody shared.

Created alongside Combo founder and partner Kapono Chung, the series pays homage to the very first campaign Chung made with Away. Chung tells Muse that Softside feels like "part two" of the first campaign's concept "but flipped on its head," with the community "loving the people for who they are."

"These are people who embrace their quirkiness unapologetically," Brody added. Notably, Chung and the team found out that American actor Alan Ruck was a huge fan of the brand, and his family has multiple Away suitcases, ultimately leading to his small cameo.

Away's campaign will run in digital and OOH, together with social media efforts and influencer partnerships. 

Away's Got a Softside

The 30-second spot kickstarts with a long line of travelers waiting for their turn. Some of them skateboard, read books, eating sandwiches, while others look for things within their luggage. Though it seems like they walk different paths in life, there's one thing all these passengers have in common: they're all using Away's Softside Suitcases. 

Here, Ruck makes his surprise cameo, as the man standing beside him recognizes him. "Is that Alan Ruck?" he says on the phone. Eventually, viewers reach the end of the line, as the screen writes: "Finally, we've got a Softside."

Apart from the hero spot, Away also launched several small ads on social media showing how different types of travelers pack their belongings with Softside. 

The Succession star even gets his own video explaining why Away's Softside luggage is the suitcase for him. Here, he showcases its easily accessible and spacious front pocket. "It's like a magic trick, you can put so much stuff in here," as he removes his many items from the pocket one by one.

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