SmartStrand carpet: Frozen Moment

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Released:	October 2009
Advertiser:	MOHAWK INDUSTRIES
Brand name:	MOHAWK CARPETS
Agency:	CRAMER-KRASSELT MILWANKEE
Country:	USA
Category:	Home appliances & furnishings
Tags:	Frozen Moment

Credits:

Client: Mohawk Flooring
Product: Stain resistant SmartStrand® carpet with DuPont ™ Sorona®.
Agency: Cramer-Krasselt/Milwaukee
Production Company: Bully Pictures
Director: Fredrik Callinggard
Executive Creative Director: Chris Jacobs
Creative Director: Chris Buhrman
Art Director: Jim Root
Copywriter: Sandy DerHovsepian
Agency Producer: Dinah Goris
Executive Producer: Jason Forest
Country: United States of America




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.”