Agency: BBDO New York
Name of campaign: “Unreal” Launch date: April 2010
Creative credits: Chief creative officer: David Lubars; creative director/art director/copywriter: David DiRienz; agency producer: Deena Fayette; photographer: Norman Jean Roy
Why we liked it: Once you get past the somewhat unnerving idea that the dead (or least impersonators of the dead) are selling flooring, these ads for Armstrong Laminate Floors have great appeal. This campaign is designed to demonstrate that laminate floors, in addition to being more durable and cost-effective than hardwood, can also deliver natural-looking beauty. The ads used look-alikes of iconic celebrities to show the “un-real” quality of Armstrong Laminate Floors, i.e., that they looked so good and so natural it was unreal. In one ad, there’s a look-alike Bruce Lee, complete with washboard abs, smashing a pile of bricks. In another, there’s a look-alike Janis Joplin looking like, well, Janis Joplin in all her ’60s-era finery. It’s a strong, good-looking campaign that works for consumers and distributors alike.