Underlay brand ‘feels like nothing on earth’ in new creative campaign

Interfloor, Europe’s largest manufacturer of carpet underlay and flooring accessories, has launched its first-ever consumer and retailer-focused brand campaign. The launch marks a pivotal moment for both the brand and the flooring sector, as it aims to raise the creative bar within the industry.

Developed by the team at Workhouse, the integrated campaign aims to increase awareness, and drive consideration and preference of Tredaire, Interfloor’s carpet underlay range.

The campaign comprises three 30” ads and will be supported by a robust media plan that includes radio, digital and in-store activations. The TV spots will run on Channel 4 and went live on Wednesday 24th April during episode nine of George Clarke’s Remarkable Renovations.

Created using CGI, the 30” spots feature the ‘Tredaire-nauts’. Floating through space, the animated characters evoke the lightness that is felt when stepping onto flooring that is underlaid with Tredaire. As the ‘Tredaire-nauts’ move out of shot, they reveal the brand name alongside the strapline: ‘Feels like nothing on earth’. The ads are set to Cosmic Dancer by T.Rex.

Kicking off a long-term strategic and creative communications drive, the activity will be released in two bursts: the first running between April and June, and the second between September and November.

Lynn Bamber, marketing director at Interfloor, comments: “This campaign represents more than just an advertising initiative; it’s a strategic move to elevate the entire flooring industry. At the heart of the work lies a commitment to redefine the standards of comfort and luxury underfoot, transforming the perception of underlay support. The campaign invites consumers to explore the world of Tredaire, which promises to deliver a sensation like nothing on earth.”

Tom Gathercole, strategy & growth lead at Workhouse, adds: “It’s not often that you see a creative campaign for an underlay brand, let alone have the opportunity to work on one. Using creativity to brand-build in the traditionally product-focused manufacturing sector has been a hugely exciting challenge. We created the ‘Tredaire-nauts’ to demonstrate the weightlessness and joy that can be experienced when stepping onto premium underlay and hope that they will tell the story of the brand for years to come.”

Workhouse collaborated with animation specialists Flipbook Studio to produce the ads. Media planning and buying was handled by Media Performance.

You can read more about the project here