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LL Flooring Has You Falling Over for its Budget Friendly Campaign

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LL Flooring recently named Barkley as AOR who launched the campaign

LL Flooring Has You Falling Over for its Budget Friendly Campaign

As home improvement increases in popularity, people are spending their free time turning homes they like into homes they love. That’s why LL Flooring has tapped Barkley as its agency of record to share that message, with the work currently airing. And the only thing better than creating your dream home is doing it on a budget. LL Flooring has partnered with Barkley to kick off their new creative, brand and media strategy with the launch of their Dream Floor campaign. 

The 'Dream Floor' campaign is the first work from Barkley for LL Flooring (formerly Lumber Liquidators), a national chain of flooring retail stores specializing in budget-friendly laminate and bamboo, vinyl and hardwood flooring. LL Flooring enlisted Barkley to help execute a data-driven approach to audience, brand, messaging and channel strategy, in addition to creative.

“After our rebrand to LL Flooring in 2021 we were looking for a partner that could not only help us develop great creative, but also develop and manage brand and media strategy as we seek to provide the best customer experience from inspiration to installation,” Mike Dauberman, chief growth officer, LL Flooring. “The partnership and strategy go hand-in-hand with our plans for aggressive growth.” 

Research conducted by Barkley in October 2021 found that many Americans considering a home remodel or laying flooring, regardless of age or gender, were united by similar needs. 

To that end, this first campaign is focused on giving consumers dream flooring that also meet those needs in everyday life: dog-proof, kid-proof, budget-proof, or a much needed style upgrade. When the characters hear that all of those things are possible, they fall over in dreamy surprise, and part of the fun of the campaign is all the ways — and reasons — that they fall. 

'Scratch shock,' for instance, opens on two shoppers…well, one human shopper with a dog strapped to his chest in a baby carrier. The man covers the ears of his pet as he asks the LL Flooring Associate about any 'Kevin-proof' flooring. The Associate immediately holds up flooring that is scratch and water resistant. You know, “a good floor for a good boy.” 

The national campaign is running on social, TV and radio.

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LL FLOORING

CEO: Charles Tyson

Chief Growth Officer: Michael Dauberman

VP, Marketing: Heath Bradbury

Integrated Marketing Strategy and Operations: Annemarie Lattke

Director, Marketing Strategy & Operations: Robin Lawson

Creative Director: Angel Gonzalez

Social Media Manager: Kristen Diggs

Director, Media Strategy and Planning: Chris Healy

Director of Marketing Analytics: Ian Warner

Manager of Television and Video Production: Micah Byler

BARKLEY

Chief Executive Officer: Jeff King

Chief Creative Officer: Katy Hornaday

Chief Strategy Officer: Chris Cardetti

Executive Creative Director: Berk Wasserman

SVP, Media Planning: Brie Hess

SVP, Strategy: Laura Scobie

SVP, Strategic Intelligence: Chad Nicholson

VP, Strategic Intelligence: Joe Cardador

VP, Brand Director: Julie Barr

Strategy Director: Molly Griffin

Creative Director: Bryce Richardson

Brand Director: Jennifer Nasuti

Associate Creative Director: Deidre Lichty

Associate Creative Director: Kyle Anthony

Executive Producer: Shawn Wallace

SVP, Director of Business Affairs: Anne Thomasson

VP, Media & Partnerships: Kate O'Rourke

Channel Activation Supervisor: Alex Everett

VP of Performance: Austin Pratt

Sr Media Buyer: Kelsey Basye

Ad Ops Supervisor: Jordan Roith

Ad Ops Associate: Katelyn Rudolph-Lopez

REDBOX

Managing Partner: Lee Beale

Group Director of Analytics: Tiffany Wang

Associate Director of Analytics: Anett Farkas

Director Analytics Operations: Matt Asman

PRODUCTION

Production Company: Stept Studios

Director: Varsity

Production Company Executive Producer: Alexis Celic

Editorial Company: Cutters Studios

Editorial company Head of Production: Patrick Casey

Editor: Aaron Kiser

Asst Editor: Benjamin Porter

Post Production Company: Flavor

Postproduction company Executive producer: Neal Cohen

Creative Director / Lead Flame Artist: Brian Higgins

Post Audio: Post Haus

Engineering: Brock Babcock

Genres: Dialogue, Comedy, People

Categories: Retail Stores, Retail and Restaurants

Barkley, Tue, 24 May 2022 15:17:35 GMT