A Variety Show For Carpet One

Charged with creating Carpet One’s first national ad campaign, Doner conducted floor-side chats, powwow-style, with recent purchasers of floor coverings. They found that more than any specific retail brand, consumers wanted a one-stop shop with a wide selection.

“Surprisingly, the potential for post-purchase remorse is huge,” said Kevin Weinman, account management director at the Southfield, Mich., independent, which won the business in February. So the estimated $20 million, six-spot campaign, which broke Sunday with the spot “Toupee,” uses “metaphors for the compulsion to seek out choice,” said Weinman.