Away’s campaign for soft-shell luggage features a star-studded cast in line at an airport

Travel brand Away, known mostly for its hard-shell luggage, has launched a soft-shell product line with a campaign featuring talent to match. The “Softside” campaign features a 30-second film created by agency Combo that depicts a line of familiar faces and celebrities lined up as if they’re waiting to board a flight. Talent such as “Succession” star Alan Ruck, comedians Megan Stalter and Ben Marshall, skateboarder Tyshawn Jones and New York Magazine art critic Jerry Saltz have cameos as the camera pans across the line while familiar airport announcements drone on in the background. Each person casually reveals their personality as they wait in line, as the viewer hears the inner monologue that represents each’s “soft side.” The spot, directed by Christelle de Castro (who works with fashion brands including Coach and Supreme), aims to show the nuanced, individual and intimate moments of traveling, including all the different people, personalities and luggage colors and sizes one might see at the airport. In addition to the film, the campaign includes billboards in major travel hubs such as Penn Station in New York City, as well as an influencer and social media campaign featuring “travel confession” style interviews. See the full list of talent below: • Alan Ruck • Aminatou Sow • Ben Marshall • Cleo Wade • Dan Pelosi & Gus Heagerty • Jenny Walton • Jerry Saltz • Megan Stalter • Tyler Joe • Tyshawn Jones More Creativity coverage from Ad Age: Sign up for our daily Creativity newsletter to see the best stories of the day.

Away’s campaign for soft-shell luggage features a star-studded cast in line at an airport

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