Fallon Leads Re-Launch for LL Flooring and Captures Consumer Love


By The Minneapolis Egotist / /

LL Flooring, previously known as Lumber Liquidators, lays out homeowners’ intense adoration for their high-quality flooring in a new campaign called “Floor Love.” The wonderfully odd suite of work is part of a broader brand relaunch, led by creative agency of record, Fallon.

“We want our customers to be nothing less than enthralled with their new flooring,” said Charles Tyson, President and Chief Executive Officer of LL Flooring. “The ‘Floor Love’ campaign is all about the joyful result of home renovations and how the expertise and premium service of LL Flooring can help you fall in love with your space.”

The new campaign coincides with a landmark transition for the Company, complete with a new name, website, and digital tools. The rebrand represents LL Flooring’s unwavering dedication to guiding customers throughout their entire flooring journey, from that first spark of inspiration all the way to installing the floor correctly, with high-touch, knowledgeable flooring experts to answer any questions.

LL Flooring offers more than 400 varieties of floors in the latest styles across 400-plus stores nationwide and online at LLFlooring.com. The Company also offers a digital suite of tools including the PictureIt floor visualizer and Floor Finder to help customers preview, select — and fall in love with — the right floor based on their project and style preferences.

The “Floor Love” campaign is a totally new creative direction for the brand, which brings humor to emotionally connect its customers with their floors. The campaign shows exceptionally satisfied customers in post-purchase bliss — completely enamored with their new flooring.

“The best kind of home improvement is the one that makes you swoon,” said Joanne Torres, Creative Director at Fallon. “You give yourself a mental high-five every time you look at it. Satisfaction meets admiration meets self-contented swagger. That’s the stuff LL Flooring and ‘Floor Love’ is made of.”

The “Floor Love” campaign will appear across TV broadcast, Hulu, social media, and more.


  1. Joyce S. Jensen January 17, 2022

    I turn this ad off as some as it comes on. It’s stupid and demeaning to women. It’s a floor, you walk on it!

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