Made in-house by a two-person team, the spot marks year two of the flooring brand's Feels Like Home platform.

The 40-second spot, which goes live August 31, was made without an agency or a production company. McMillan's two-person in-house marketing team produced it in a week using generative AI tools: Gustavo Malagon, the brand's Marketing VP and a former Anheuser-Busch marketer, and creative director Luis Romero, previously of TBWA\San Juan.

What the ad sets out to capture is a child’s imagination at full size. Give a kid a floor and a little imagination, and it can become just about anything—a desert, a racetrack, an entire world. Kids don’t just play on the floor; they play in it, and they play in blockbuster. That happens in living rooms every afternoon and almost never reaches a screen.

"Take the logo off any ad in our category and put it on a competitor. Nobody could tell you which brand it belonged to," said Malagon. "Everyone is either preaching to the choir or copying each other. So we're doubling down on creativity and emotional storytelling, because in a commoditized category that's the only lever of differentiation that actually moves."

McMillan grew 20% last year while the flooring category contracted, growth the brand attributes to brand storytelling rather than price promotion. Flooring remains a low-consideration category dominated by big-box retail and specification-led marketing: wear layers, warranties, thickness.

The spot is the second chapter of Feels Like Home, the platform McMillan launched last year to move the brand off technical claims and onto the life that happens on a floor. Year one included a brand identity refresh, new packaging, a redesigned site and collaborations with designers Hans Lorei and Lily Walters.

The ad runs online and across organic and paid social from August 31, 2026.