It’s a traveler’s nightmare—you are among the last people waiting at the airport luggage carousel. A few seemingly abandoned boxes and parcels make their second or third trip around the terminal merry-go-round, and your baggage is still nowhere in sight.
A young couple in this predicament, however, doesn’t seem all that perturbed. Instead, the man is glad that he had enough foresight to invest in a homing device for his luggage. He presses a button on a remote control, and he and his wife confidently wait for their bag to arrive.
The spot then takes us to a remote village, where a piece of luggage on wheels starts to move by itself, first through a crowded marketplace and then along a barren country road. The journey progresses through a busy city street, and a highway with traffic. We later see the suitcase riding on a bicycle, sans a human driver.
Next, the lost luggage hops on a boat. Clearly this homing device has considerable range, spanning land and sea. This once improbable reunion of traveler and baggage now seems inevitable.
But a voiceover disrupts our fantasy: "If life were like that, you wouldn’t need a Visa card." The :60 concludes with the Visa logo.
"Lost Luggage" was directed by the team of Tom Kuntz and Mike Maguire, a.k.a. Kuntz & Maguire, via newnewfilms, Toronto, for Leo Burnett, Toronto. (The directorial duo’s stateside roost is bicoastal/international Morton Jankel Zander.) Geoff Cornish served as executive producer/line producer for New New Films. The DP was Steve Keith Roach.
The Burnett creative ensemble consisted of creative director/copywriter Judy John, writer Sean Barlow, art directors Frank Lepre and Paul Giannetta, and head of broadcast/producer Dena Thompson.
Editor was Mick Griffen of Flashcut, Toronto. Online editor was Jeff Campbell of Spin Productions, Toronto. Colorist was Bill Ferwerda of Notch, Toronto. Audio mixer was Gerhard Joost of Los Angeles-based Post Groove, a division of music/sound design house Groove Addicts, Los Angeles.
Music composers were Ran Pink and Gilad Benamram of Groove Addicts.
Rod Wilson and Kaya McGregor were the principal actors in this spot. The SAG/AFTRA Commercials Contract Standing Committee has granted a waiver to allow commercials to be available for viewing on SHOOTonline.com. The spots cannot be copied, downloaded or e-mailed.
