"The print and television weave together the perfect Mohawk brand presentation that we believe will be memorable to our audiences," said Ed Williams, Mohawk's senior vice president of Marketing.
In a series of humorous and arresting television commercials and print ads, the flooring giant focuses on the durability, beauty and luxury of its carpeting products. The campaign, created by advertising agency MARC USA, is featured in more than 26 national magazines and on six cable networks.
In the campaign, inanimate objects are creatively used to communicate Mohawk's key marketing messages. For example, in one television spot a wooden ball is shown rolling towards a fireplace in a formal living room. The camera pulls back to reveal the clawed foot of a Chippendale table massaging the luxurious Mohawk carpet.
Mohawk estimates the value of the campaign to be more than $10 million in media and point-of-sale materials, making it one of the most extensive campaigns in the company's history.