LOS ANGELES—Ross Ching of A Common Thread has directed a new campaign for Shaw Floors that reveals where the company’s new Caress carpet gets its luxurious feel: it comes “squarely” from the softest things on earth. Conceived by Three Atlanta, the four spots present a series of vignettes involving soft objects, including a child’s blanket, a grazing sheep, a pair of fuzzy slippers, cotton candy and a cloud, each of which has a square carved out of its center. The voiceover explains, “All the softness you love is now in your carpet.”

The imagery consists of beautiful, charming family scenes, with the cut-out objects lending them a magical flair. “It’s as though the creators of Shaw’s Caress line scoured the earth in search of the softest surfaces possible,’” says Ching. “That was our motivation behind every single shot.”

Made of more.

This is the new tagline for our black and white friend. The one we wait for. The one we race for. The one we dream of. The one we surf on.

It is made of more.

Indeed, it is. I'm not sure this campaign idea is, though.

Published March 2012