Brintons, the carpet manufacturer, has moved on its mould-breaking
‘clothing’ campaign in a new series of press ads through Cowan Kemsley
The ads build on the previous campaign, which ran for more than three
years and featured models dressed in Vivienne Westwood-designed outfits
made from Brintons carpets. The latest ads are more abstract, with the
dresses forming the backdrop to certain scenes.
The first four executions show various activities in different rooms of
a house: two couples having dinner, children playing, a muddy boy coming
into the hall from the garden and a man playing the piano. In each
scenario, the carpet sweeps away from the foreground to become a dress
in a style appropriate to the picture.
‘We didn’t want to lose the strong image created by the ‘clothing’
campaign, but we needed to highlight the fact that the clothes are made
of carpet,’ Deborah Pullen, the account director on Brintons at CKT,
Brintons wants to make consumers reassess the brand. It hopes to give
people the confidence to choose patterned carpets rather than ones with
safe, plain, neutral colours.
Pullen explained: ‘We wanted to show that you can live with design,
while keeping the same intrigue and innovation as the previous
The ads were written and art directed by CKT’s creative partner, Tim
Johnson, and photographed by David Stewart.
The campaign will branch out from women’s glossy magazines to include
home-interest titles and weekend supplements.
Pullen continued: ‘It would have been easy to carry on in the same vein
as the previous campaigns, but we wanted to make consumers sit up and
Media is being handled by New PHD.