Floor & Decor is leaning into emotion, imagination, and a touch of cinematic magic with its new national campaign, “Bring It Home” created by TRG. Spanning four spots—two aimed at homeowners and two at professional contractors—the campaign is designed to highlight both the inspiration and reliability the brand offers. Running across linear TV, connected TV, streaming audio, and social, the work broadens the conversation beyond product and price to focus on the experience of finding the right solution.
For homeowners, the campaign taps into the excitement and uncertainty that comes with making big design decisions. In “Cart Call,” a rogue shopping cart takes on a personality of its own, leading a shopper through the store in a playful, almost magical journey toward the perfect tile. The spot balances whimsy with craftsmanship, using practical effects—like a fishing line to guide the cart—rather than heavy CGI to create a grounded sense of wonder. Similarly, “Way In” transforms the in-store experience into something transportive, turning Floor & Decor’s oversized display panels into portals that allow shoppers to envision flooring in real-life settings.
The campaign’s pro-focused spots shift tone slightly, acknowledging the pressures and challenges contractors face while still maintaining a sense of creativity. “Nightmare” dramatizes the frustrations of sourcing quality materials, using tactile, practical effects like kinetic sand and moving platforms to create a surreal, dreamlike sequence. In contrast, “Pro Partner” reinforces reliability and scale, using fluid camera work and visual storytelling to emphasize the breadth of inventory and job-lot quantities available to professionals.
Directed by Tomas Mankovsky, the campaign is rooted in a simple but effective creative philosophy: start with real, relatable scenarios and elevate them with unexpected, fantastical elements. That approach allows each spot to feel both authentic and memorable, capturing the emotional highs and lows of home improvement and professional installation work alike.
Developed by TRG creatives Meredith Bowden Passmore and Kate Jefferys under Chief Creative Officer Terence Reynolds, “Bring It Home” positions Floor & Decor as more than a retailer, but a partner in the process of remodeling.
