An Armstrong print ad featuring a Sammy Davis Jr. lookalike.


Armstrong is expanding its national television and print advertising for its hardwood and laminate flooring. Fifteen-second TV spots, featuring humorous life tests designed to highlight the durability of Armstrong hardwood floors, will now air for the first time during ABC'sDesperate HousewivesandBrothers and Sistersshows on Sunday nights.

“We’re concentrating our TV campaign entirely on Armstrong Hardwood since it is exclusive to the independent retail channel,” said Kent Clauson, Armstrong's gm marketing. “We’re committed to growing with our retail partners.”

The commercials will also run on Home and Garden Television (HGTV), The Learning Channel (TLC), Food Network, Do It Yourself (DIY), Style and Arts & Entertainment (A&E), The Ellen DeGeneres Show, Extra and Martha Stewart.

Additionally, Armstrong's print campaign compares the realism of the company’s laminate floors to celebrity lookalikes (“Armstrong Laminate, It Only Looks Like The Real Thing”). Four new Armstrong ads feature professional lookalikes of Bruce Lee, Janis Joplin, Sammy Davis Jr. and Lassie. The campaign, which debuts in May, will run throughout 2010 in issues of home improvement and shelter magazines including Better Homes & Gardens, Country Living, House Beautiful, Traditional Home, Real Simple, Martha Stewart Livingand others.  

The ads point consumers to Armstrong’s website,www.armstrong.comwhere visitors can click on the Dealer Locator link and find an Armstrong retailer in their area.