When you think about "Hardwood floors"? it doesn't really stoke the imagination nor does it conjor up any kind of emotional connections to these long and polished planks of wood. 

This makes the below video ad by filmmaker Ruben Latre and Big River advertising all the more masterful. In the video he is able to not only comment I guess on the durability and aesthetic value of hardwood floors, but he is also able to make an emotional connection between us the consumer and the product by having these beautifully shot snippets of life. What ensues is an exploration of not only the product but also our relationship with this product the outcome becoming something thats a little bit magical.

And who would have thought hardwood floors could do that?