LOS ANGELES—Ross Ching of A Common Thread has directed a new campaign for Shaw Floors that reveals where the company’s new Caress carpet gets its luxurious feel: it comes “squarely” from the softest things on earth. Conceived by Three Atlanta, the four spots present a series of vignettes involving soft objects, including a child’s blanket, a grazing sheep, a pair of fuzzy slippers, cotton candy and a cloud, each of which has a square carved out of its center. The voiceover explains, “All the softness you love is now in your carpet.”

The imagery consists of beautiful, charming family scenes, with the cut-out objects lending them a magical flair. “It’s as though the creators of Shaw’s Caress line scoured the earth in search of the softest surfaces possible,’” says Ching. “That was our motivation behind every single shot.”

Sure to piss off real hunters everywhere, the sheep-dude scares the game away. This is a rather unwise move, we could just turn sheep-dude into a nice kebab!

Adios says the sheep that doesn't want to be like the rest of the herd. I can't think of a more obvious symbol of non-conformism. There's a subtle irony in that. Ditch the herd.

The little things in life matter, like sacred lobsters, high-maintenance flock of sheep, and small towns gangs.

Here's the thing. The Irish are very unhappy that Kilbeggan's Whiskey is now across the pond. But they're a charming lovely sort. So they know how to cope with losing Ireland's best kept secret. They cope by knitting.

I initially thought the premise was something along the lines of we Yanks love the stuff so much there's none left in Ireland. But apparently just the thought of us drinking it down is enough to send them into OCD level state of coping.

The Big Ad Gig Internet Spot

Looks like the earlier ad from Tele2 this month, where one of Frank the sheep's colleagues is kidnapped has given the rival agencies and phone companies some ideas. In this ad Tre.se 'kidnap' the idea of black sheep, and have "Frank" parade into the the competitions shop to get his hands on the Nokia 7230, which is currently only available at 3 stores.

One of Tele2's less-than-friendly competitors has kidnapped Daniel from the sheep-office of Tele2, demanding that they "stop being cheap". What should they do? Nothing.

Fighting the speed of mobile Tele2 internet is impossible.

Check out the "stekare" (Swedish slang for male brat)