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ADWEEK: The Floor Center 's new campaign puts families first.
September 01, 2004

Fenton Group Goes 'Wall to Wall' for Retailer

By David Gianatasio

BOSTON The Fenton Group has unveiled its first campaign for The Floor Center, touting family themes in a pair of understated TV spots.

In one ad, "Floor Matters," a voiceover describes one's floor as, "Where you live. It's an expression of your home. It's an expression of your life." Images of a happy family at home—exercising, playing games, reading the Sunday papers, all with the visual emphasis on flooring—play across the screen.

A second ad, "Baby," shows a toddler making his way across a home's carpets, ceramic and tile floors. The ad budget is $1.5 million.

The new tag "We are here to make your home exceptional" replaces the chain's old line, "Quality flooring for less." This marks the first work for the client by Providence-based Fenton Group, which succeeded MP Group of Miami Beach, Fla., on the business earlier this year.

The goal is to establish a high-end leadership position for the retailer, which maintains flooring showrooms in Seekonk and North Attleboro, Mass., as well as in Providence and Warwick, R.I.

Paul Canney at Element Productions directed the spots. Agency CEO Josh Fenton served as creative director. Steve Bautista wrote the copy