A Curious Cowboy Gets His Skates on in Floyd Luggage’s First Ever Christmas Ad

A curious cowboy trades the Wild West for a Wild Wild Winter in the first-ever Christmas ad from German luggage brand Floyd. The ad marks the brand’s second collaboration with the creative team CantSee, signed to OB42, who were responsible for the concept, direction, and production of the campaign.

“The journey to bring this idea to life was nothing short of magical. It came together with a mix of vision, collaboration, and a lot of trust in the team. It’s a wild story of cowboys, Christmas, and being unique, just like Floyd’s cases, and I couldn’t be prouder of what we’ve created.” says Jasper Cable-Alexander, the director, writer of Floyd Wild Wild Winter and co-partner of Cantsee. 

In the ‘The Wild Wild Winter’ hero film, Floyd’s bold spirit and retro-modern design are brought to life through Jasper’s re-imagining of the archetypal cowboy. With a Floyd suitcase by his side, the cowboy embarks on a frosty odyssey filled with wonder and daring.

Both comical and creative, the ad takes viewers from Austrian ice rinks to the summit of the majestic Stubai Glacier, embodying Floyd’s reputation as a brand that inspires adventure and individuality, and staying true to their tagline: ‘For those who roll different.’

"We decided to be insanely ambitious and shoot the entire film in Austria, over two fun and intense days" says Ash Horne, one half of CantSee. "Our aim was to capture a sense of wonder and adventure synonymous with the Floyd brand. True to our ethos, and in keeping with the retro feel of Floyd’s aesthetic, we captured our cowboy’s icy odyssey across Austria’s vast landscapes of mountains, icy slopes, and forests on 16mm film."

CantSee is composed of director and writer Jasper Cable-Alexander and creative producer Ash Horne. Together, they combine their award-winning experience in cinematic artistry with humour and entertainment, crafting unique stories for brands that dare to stand out. After signing with the renowned production company OB42, the duo have been picking up accolades from prestigious industry events such as The Shiny Awards and The Young Arrows, where they pick up Best Creative Team and were the first to be awarded The Bolt Award in honour of the late Barney Richard.

‘The Wild Wild Winter’ is now live across Floyd’s digital platforms, offering viewers a frosty dose of humour and wanderlust.