Hardwood Ads Are ‘Off the Floor’

NEW YORK You’ve heard of off the wall, but how about off the floor?

BR-111 Exotic Hardwood Flooring this month breaks the second effort in its three-part “Off the floor” branding campaign with widespread placement in national consumer and trade publications.

As in the first set of ads in May, called “Picnic,” the luxurious flooring in June’s “Newlywed” creative via Steele+ in Atlanta is showcased while furniture, plants and light fixtures are suspended in the air. A third ad, labeled “Cocktail Party,” is planned for July. Tagline: “Fashion under foot.” Text is minimal.

“While conducting research for our new advertising campaign, we heard from numerous . . . BR-111 consumers who told us their flooring was so exquisite and eye-catching that they didn’t want to cover it up,” said Ricardo Moraes, president of BR-111, in a statement. “We took that notion to the extreme and created vignettes showing homeowners displaying their flooring as a work of art.”

Noted photographer Jim Fiscus shot the print ads on sets in New York. The “Newlywed” creative shows a young couple sitting in the middle of the room, appreciating their Antiquity Hand-Scraped Malbee Walnut flooring. A modern-styled couch, table and plant are suspended from the ceiling and walls.

Next month’s “Cocktail Party” ad features a dozen twentysomethings at a gathering where BR-111’s new exotic hardwood, Angico, is showcased. A young woman holding a wine glass reclines on a white couch suspended three feet off the floor.

Google sponsorships and online ads augment the current print effort, which the company expects will generate 75 million-plus impressions. BR-111 spent $5 million on advertising in the U.S. in 2007 (excluding online), per Nielsen Monitor-Plus.

Billing itself as the largest supplier of exotic hardwood flooring in the U.S., BR-111 harvests its timber from renewable Brazilian forests. BR-111 products are carried nationwide at flooring retailers and at home improvement centers like Lowe’s. Distributors in the U.S. handling the flooring include All Tile, Apollo, Atlantic West, Belknap, Building Plastics, Golden State, Ohio Valley, J.J. Haines, Reader’s Wholesale, T&A Distributing and Wheeler Total Flooring.