Smalll models, big bodies, and the British seaside

If you're wondering what this ad is actually for, the answer is gradually unpacked through the carefully crafted one-minute story of retired body-builder and miniature model-maker Larry. The ad brings colour and a touch of retro to the tale in a reflection of the brand's own character: Floyd is a German brand producing one thing - suitcases. Founders Bernd Georgi and Horst Kern say they were inspired by the skateboarders of Seventies California in choosing polyurethane for manufacturing - the material has been in use for decades to make the wheels of skateboards because of its weather / abrasion / heat resistance and load-bearing capacity - but also wanted to bring colour to what has until recently been a fairly drab sector. Those of us who've tied coloured ribbons to uniformly black or brown suitcases in the hope of picking out our own on a sometimes dispiriting luggage carousel, while trying not to draw too much attention to ourselves through this small badge in case it attracts the wrong kind, will relate. Even today, as brightly coloured cabin bags and four-wheeled cases rattle around our tourist towns and consciousness, the Floyd suitcases stand out - perhaps because of the founders' long experience in high-end luggage, melding contemporary color palettes with functional strengths. Do you agree that this ad, apparently filmed in the southern seaside town of Hove, UK, presents us with a gently amusing and engaging vision?

Keywords: Floyd 'Elevating Every Journey', Floyd luggage, Floyd suitcases, cabin baggage Floyd, Jasper Cable Alexander