Mohawk carpets can handle epic food spills

This new ad by Cramer-Krasselt in Milwaukee, for Mohawk carpets, uses nifty special effects to show a chaotic moment frozen in time inside a family's home, with all sorts of suddenly airborne food about to rain down on the living room rug and ruin it. Clumsy old Dad has slipped on a skateboard in the kitchen, and has lost control of his plates of hot dogs and chips, setting off a chain reaction across the room, where drinks and snacks are flying everywhere. At the far end of the room, a separate incident involving birds is adding to the pandemonium and causing even more food to spill. All of which threatens to stain the carpet. But Mom isn't worried, because this is a Mohawk carpet with SmartStrand, featuring a DuPont Sorona stain-resistant polymer. The frozen-moment thing works pretty well in the domestic setting, having previously been put to more epic use in Philips' grand, Grand Prix-winning "Carousel" spot.

—Posted by Tim Nudd

Published on October 2, 2009 | Permalink | Comments (1)
Filed under Cramer-Krasselt, DuPont, House and home, Mohawk, Nudd

What's missing from this lovely DuPont ad?

The superb miniatures (with a dash of CGI mixed in) are the main draw of this DuPont "Miracles of Science" spot by Ogilvy. I'm not sure exactly what miracles DuPont's talking about, as the ad, directed by Gaelle Denis, is visually stunning but a little short on substance. DuPont does good things, probably via science—that's the take-away. The finely crafted cityscapes are almost magical at times, notably in the scene where that little car glides down the highway and the town lights up all around it. And yet, an essential element is missing, and I think we all know what it is. Little towns this meticulously detailed and lovingly brought to life just cry out to be stomped into fiery ruins by rampaging prehistoric reptiles, as tiny humans scatter on the streets and scream out of sync with the soundtrack! Where's Godzilla, Rodan and Mothra? Any classic Japanese movie monster would do. Come to think of, so would John McCain, as an early attack ad pointed out. Best of all, McCain should be available if DuPont decides to make a sequel.

—Posted by David Gianatasio

Published on November 5, 2008 | Permalink | Comments (0)
Filed under DuPont, Gianatasio, Ogilvy