Armstrong Using Famous Look-Alikes in Campaign

Lancaster, PA, May 6, 2008--Armstrong Laminate Floors star alongside Hollywood legends in a new advertising print campaign that puts the spotlight on the extraordinary realism and quality of the company’s premium laminate floors.

Four print ads are scheduled to debut in the May/June issues of Better Homes and Gardens, Martha Stewart Living, Southern Living and other linchpin consumer publications.

Using the theme “It Only Looks Like The Real Thing” to show the upscale appearance and quality of Armstrong’s laminate floors, the ads feature professional look-a-likes for well-known celebrities Lucille Ball, James Dean, Dean Martin and Marlon Brando.

The campaign is designed to convince homeowners who are in need of a new floor in any room in the house that they do not have to sacrifice design for functionality.

“Our premium floors are the most compelling and realistic looking laminates on the market, often confused with their real wood counterpart,” said Milton Goodwin, vice president of laminate and ceramic products. “No other laminate compares in terms of clarity and realism to actual wood. This is truly a case where seeing is believing – it’s not real, it’s unreal.”

Goodwin said the floors’ dramatic looks come from a combination of features, including a patent-pending premium exotic finish which offers incredible realism; five-inch-wide planks that show only one “board” visual, creating a more realistic overall appearance when installed; and a “Kissed Edge Bevel” that is half the size of a standard bevel and helps to accentuate each strip.

Created by BBDO, a New York advertising agency that's worked with Armstrong since 1918, the agency worked with renowned photographer Norman Jean Roy.