Formica Corporation is supporting its laminate surfacing by launching its first TV campaign.
The brand has done print and digital in the past, but is partnered with agency Empower to make its debut on screen. Empower is responsible for media planning and buying, as well as the creative execution to support the media plan.
The creative stars Leanne Ford, of the new HGTV show “Restored by the Fords,” to illustrate how do-it-yourselfers can easily tackle home improvement projects. Filmed in Cincinnati’s Over-the-Rhine neighborhood, the TV spot shows Ford transforming multiple surfaces beyond the typical countertop, including the backsplash, sliding door, coffee table and bed platform.
"While Formica Corporation has always focused on product durability and its variety of patterns and colors, this TV message really hones in on the creative applications of laminate," says an agency spokesperson. Data suggests the target audience embraces DIY projects.
The spot will air on home-improvement cable channels. The spot can also be found on Formica.com/Challenge.
The ad marks the start of a two-year design partnership with Ford, which will include developing new Formica brand products that will debut in 2019.