In a series of humorous and arresting television commercials and print ads, the world's largest flooring company focuses on the durability, beauty and luxury of its carpeting products. The campaign is featured in over 26 national magazines and on six cable networks.
"Our previous campaigns have focused on the beauty, quality and durability of our carpet brands," said Monte Thornton, Group President of Mohawk Industries. "These efforts have been very successful and now our next generation of advertising strategy takes the same focus but goes one step further by adding a twist of clever humor."
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.
"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.
John Schwartzman, a Los Angeles-based director who shot the popular Budweiser "Frogs" commercials and Levis' "Invisible Man" spots, shot the Mohawk television campaign. In addition to his commercial credits, Schwartzman has worked on such feature films as "Pearl Harbor" and "Armageddon."
According to Williams, Mohawk's new campaign can be seen in major publications such as People, Better Homes & Gardens and Women's Day. Popular design titles such as Architectural Digest, Home, Martha Stewart Living and Elle Decor are also featured as well as nearly 20 other publications. The television schedule includes national cable networks such as the Discover Channel, HGTV, DIY Network and Lifetime. 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.