The TUMI logo appears immediately.

The ad opens with the TUMI logo, then shows a close-up of a black backpack with the tag 'LN4'. It transitions to a person with wires connected to their head, then a close-up of a zipper. A person is shown putting on a backpack, followed by a top-down shot of a person holding a pole. The ad then shows a person rowing, a woman playing golf, and a backpack hanging from a rack. It features close-ups of a man's face and a woman bent over in the rain. Finally, a man walks away from a sports car with a backpack, and a woman walks towards the camera with a backpack.