Tile of Spain's new ad campaign<br>encourages design pros to "Be creative"

The simple tagline "Be creative" will be the centerpiece of a new advertising campaign being launched in support of the Tile of Spain brand. The campaign from the 220-member Ceramic Tile Manufacturer's Association of Spain (ASCER) is aimed at design professionals, architects and contractors. "The fresh approach speaks to the essence of Spain - her products, manufacturers, history and culture. In summary, it celebrates the creativity of Spain," said ASCER in announcing the new effort.

The tagline, "Be Creative," is intended to be a double entendre that reflects both the point of view of the makers of the product and the designers who will use it. The copy in the ad goes on to use four words chosen to convey the qualities of the products: "Innovation. Design. Technology. Diversity" brand.