How a Company Known for Retail Ads Suddenly Made a Gorgeous Spot for Hardwood Floors

Lumber Liquidators gets romantic

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IDEA: Lumber Liquidators isn't exactly known for beautiful, romantic advertising. The hardwood flooring specialty retailer is much more versed in transactional, price-focused messaging. (Just look at the website, which is a smorgasbord of sale pricing.)

A new spot for its high-end Bellawood brand, though, is a revelation—a gorgeous, nuanced, ethereal ad showing everything a floor endures over the years. It's a very different look from the client, though according to CMO Marco Pescara, it's still all about value.

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