Tripp Suitcase Ad

No one picks their nose… or pees in the shower… /s

This ad works so well because it leans into a mild taboo — but one we can all relate to: petty theft. Well, maybe it’s not always technically theft. But even if it isn’t, it still feels like the real thing.

It’s fun. And this type of humor is universal, even amongst animals. Hamsters stuff their cheeks. Birds stash away jewelry and other shiny treasures into their nests. Monkeys and primates are notorious for stealing and playing pranks.

That is to say: this taps into something very deep. We’ve got a combo of low-level physical humor + guilty pleasure.

And now we associate this playful emotion to the thing being sold. The suitcase? You mean, that thing that people with disposable income take with them on their journeys to spend money. And the ad mentions how it helps them bring back more stuff from their conquests?

Target audience has money they’re willing to part with. The product helps them do what they want to do, or amplifies it if they’re already doing it. Celebrates and validates those exploits. Joins in on the fun with a smirk and a wink.

Oh, come on. Perfect storm.