unctional flooring solutions is what Swedish company Pergo Tiles promises in its two new TVCs. The first commercial shows a family busy with the daily routine of kids running around the house, a dog playing and a lady sitting on the floor while the other commercial shows a man playing his saxophone comfortably in his study room in the house. The message? It is classy, as well as durable.

"The Pergo TVC is a 'brand' TVC and not a 'product-oriented' TVC. Therefore, the thought is to position the brand as a classy and durable floor; a floor that can be a part of 'everyday life' as much as it can be an extremely durable floor.�A Pergo floor's ability to withstand the daily demands placed on it by its owners and its durability, led to the tagline: Floors for life. The ads simply use a 'slice of life' route to demonstrate both the interesting lives of the floor owners as well as the durability and beauty of the floors," says B Srikanth, creative director, Out of the Box, the Bangalore-based agency behind the campaign.... more