An example of Shaw's "I want a floor" ads.

Shaw Industries says it plans to increase the frequency of its national "I want a floor..." print ads for the spring and summer selling season. The flooring maker estimates the move will result in 270 million views of the ad in leading shelter publications, with 215 million of those views coming from women.

"We had great success with our I want a floor... theme that we used in the fall," said Kathy Young, Shaw's director of creative services. "We plan to continue that approach in the spring and summer campaign."

The I want a floor... campaign urges consumers to view flooring through the prism of memory. With new ads slated to appear in magazines including Good Housekeeping, Better Homes and Gardens, Woman's Day: Kitchens & Bath, Ladies' Home Journal and O (The Oprah Magazine), the warm and fuzzy campaign aims to provoke a nostalgic emotional response to flooring. Created by the Dallas-based agency R&D Thinktank, the spots feature variations of the tagline, "I want a floor that will take me back."