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 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.