Pergo/Battlebots – Floor Wars

 Pergo’s new floors are twice as durable as ordinary laminate flooring, as proven by a super-boring industrial test. But can it withstand interesting tests? To find out, Pergo held a contest to win a new Pergo floor – with just one small catch. The winner had to agree to let us film a product demonstration on the new floor. We didn’t tell the woman who won we’d be staging a full-scale BattleBot war on her brand new floor – featuring high school robotics students who we worked with to create floor-destroying robots shooting flames, kitchen knives and rocket-propelled pool balls.

Pergo & BattleBots is the latest in Pergo’s new series of floor torture-test events, created by Fitzgerald+CO. In last fall’s Pergo Vs. Everything, Pergo went up against wrestlers in high heels, steel wool breakdancers and a 9,000 pound elephant performing magic. And the recent Pergo Vs. Claws pitted the floor against the rescues at Best Friends Animal Society, raising a dollar per Facebook Like for the no-kill shelter.

CREATING THE ROBOTS

Chris Kawagiwa (concept artist) : “I had a little more involvement than usual for this production since I was also part of the robot concepting process. Sketching possible designs that would be both fun to watch clash, and present a scuffy challenge to the floors, was the challenge. I drew out about three dozen concepts that got whittled down to the 6 champion contenders.”

Botweiler

Foodfighter

High Heel Bot

Trick Shot

Chef-Bot

Pro-Pain

Advertising Agency: Fitzgerald+CO, Atlanta USA
Chief Creative Officer: Noel Cottrell
Creative Director/Copywriter: Mitch Bennett
Creative Director/Art Director: Wes Whitener
Director of Integrated Production: Christine Sigety
Production Company: Partizan
Director: Jeremy Konner
Year: 2012