ATLANTA Trone this week released new work for Quick Step that extends last year's U.S. debut campaign for the flooring manufacturer.
Two 30-second television commercials from the High Point, N.C., agency are playing on national cable channels such as HGTV, ABC Family, CNN, A&E and Lifetime. Trone also created three print ads that are appearing in current issues of national trade and consumer magazines.
New ads introduce Quick Step's latest product, Elegance, which the client describes as the first laminate flooring with random length planks, bevels on all four edges and a realistic wood grain. Tim Tipton, director of marketing for Quick Step, said that the goal of the new campaign is to build on the success and message of last year's work.
Steve Dunkley, executive creative director at Trone, said that the new work reinforces the idea that, with Quick Step, homeowners no longer have to obsess over damaging their wood floors. Ads depict situations where subjects have gone to extremes such as nailing pet doors shut and chaining silverware to the table in efforts to protect their wood floors.
Thomasville, N.C.-based Quick Step is a division of Unilin Flooring of Belgium.
Campaign spending details were not available.