Lancaster, Pa.—For the first time since 1963, when the long-running Armstrong Circle Theater went off the air, Armstrong World Industries will advertise on national television launching four 15-second TV spots featuring the Armstrong Hardwood line.

Each spot features different humorous “life tests,” which highlight the durability of Armstrong hardwood floors and the vigorous testing procedures Armstrong puts each hardwood floor through before producing. These tests ensure not all wood can be Armstrong hardwood.

“Our message to consumers is that not all hardwood is good enough to become an Armstrong hardwood floor, with the tag line, ‘Tested to Withstand The Unexpected’,” said Laurie Israel-Cubell, vice president, marketing and new product development. “Using humor and extremely memorable situations, all four executions will no doubt leave a lasting impression on consumers considering a new hardwood floor, and those home enthusiasts considering the purchase of a hardwood floor in the future.”

According to Israel-Cubell, the consumer campaign is designed to strengthen brand awareness for Armstrong hardwoods, noting that the company’s hardwoods enjoy the highest brand name recognition in the industry.

A 30-second customized spot also was produced for retailers with the tagline, “Insist on Armstrong.” The dealer taggable ads stress the idea that consumers should insist on the Armstrong brand when purchasing hardwood flooring.

Created by BBDO, a New York advertising agency that’s worked with Armstrong since 1918, the ads will appear around programming that is dedicated to home improvement and run on A&E Network, HGTV, TLC and DIY in programs such as “Sell This House,” “House Hunters” and “Bob Vila’s Home Again,” among others, beginning this spring.

The national ads, targeted to women 25 to 54, are fun and playful. The four 15-second spots use humor to depict domestic situations where family members subject Armstrong flooring to different forms of harsh treatment, such as spills from a budding child magician or the pounding of a Flamenco-dancing dad.

The addition of television to Armstrong’s advertising mix is a change in 2007, said Israel-Cubell. Consumer advertising has been at the forefront of Armstrong’s strategy to create exposure—and buzz—for its vast portfolio of products, with an emphasis on wood and laminate.

“We are leading the industry in print advertising by reaching more consumers on a more frequent basis,” she said. “The TV campaign will supplement other advertising; programs such as national print advertising will not be cut back. Our intention is to drive consumers to our retailers and ask for Armstrong hardwood floors.”