Mohawk Flooring: Frozen Moment

In a category known for price promotions and beauty “floor shots,” Mohawk’s agency of record Cramer-Krasselt/Milwaukee has developed a new time-stopping :30 TV spot, “Frozen Moment,” to artfully demonstrate Mohawk’s new stain resistant SmartStrand® carpet with DuPont ™ Sorona®. Consumers now more than ever are looking for products that offer value without sacrificing style. To reassure people that it offers substance beneath its style, the new commercial employs stopping power to prove Mohawk SmartStrand can withstand anything your active family and pets can dole out.Using a motion-controlled system, the spot provides a 360-view, story-telling approach showcasing a family frozen in countless acts of carpet damage. From Dad dropping a tray of hot dogs and mustard to children kicking over guacamole and salsa, dropping ice cream sundaes and the kicker—bright red juice, Mom has it in control. “Don’t worry. It’s SmartStrand.”





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