Check out Tumi's new featurette with Zoë Kravitz & Lenny Kravitz

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I really bite on branded collaborations that have a rooted sense of narrative or greater meaning. That’s what I like about this new Tumi featurette with Zoë Kravitz & Lenny Kraviz. It’s simple, well shot, and spotlights an aspect or desire of two recognizable personalities that we can all relate to: heritage. They trace some of their roots, and along the way, we see glimpses of Tumi products, but it’s not forced marketing, and exemplifies what I think will be become the broadest market place for advertising: branded collaborative social media marketing.

I’m personally a big fan of Tumi backpacks – Lenny has one in the ad, the Tumi Alpha 3. I’ve had two in my life. The first I got long, long ago while working at a Neiman Marcus while attending college ( Fantastic use of my double discount day). I carried that backpack for over a decade before buying my current Alpha Bravo. I love that bag just as much as my first, and while I’ve traded my Hartmann roller in for a Rimowa…I hard considered buying a Tumi to match my backpack.