DALTON, Ga. -- To continue the company's successful brand positioning efforts, Mohawk Industries has introduced a new "Mohawk Makes the Room" national advertising campaign. The value of the campaign, estimated to be more than $10 million in media and point-of-sale materials, represents one of the most extensive campaigns in Mohawk's history.

In a series of humorous television commercials and print ads, the flooring giant focuses on the durability, beauty and luxury of its carpet 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.