Armstrong World Industries has debuted its first television branding campaign in 13 years with 30- and 60-second commercials airing in five key markets.

The ads state that "For every person, for every personality, there is an Armstrong floor."

"The ad spreads the word that Armstrong is much more than a vinyl flooring company to the building trade industry, our customers and employees," says Frank Ready, senior vice president, North American Flooring, Armstrong.

The concept for the 30- and 60-second commercials is based on a child's flip-book that uses live video instead of still pictures. Images of everyday people are seen in distinct home environments. With editing techniques, the images are seen flipping until a person's head, body and feet are matched to an Armstrong floor that complements their personality and the room they are standing in. The floor type is then identified as hardwood, vinyl, linoleum or laminate.

The ad itself is designed as a test to measure television's impact on Armstrong flooring sales, according to Armstrong. The company will be tracking audience reaction and sales in the test market for comparison with similar control markets.

The ads target adult homeowners, ages 35-54. and have been aired during premieres in five national television markets where the company has plants and distributors, including Lancaster/York/Harrisburg, Penn.; Seattle/Tacoma, Wash.; Buffalo, N.Y.; Tulsa, Ok.; and Greensboro/High Point/Winston-Salem, N.C.