New Tagline and Creative Concepts Highlight Premium Performance of Trex® Products
From high heels and skateboards to cartwheels and fish scales, the latest advertising campaign from Trex [NYSE:TREX], the world’s #1 brand of composite decking and residential railing, highlights a new era of outdoor resilience. Aptly titled “Trex Vs,” the series of commercial spots and digital concepts showcases how the brand’s Performance-Engineered™ decking and railing enhance and stand up to everyday life.
Created by Nashville-based BUNTIN, the “Trex Vs” campaign introduces a new tagline for the brand – moving from “Engineering What’s Next in Outdoor Living™” to “Performance Engineered for Your Life Outdoors™” – and includes the first-ever broadcast work dedicated to promoting Trex railings. All of the creative concepts reinforce the message that no matter what life may throw at your deck, Trex products deliver durability, resilience and pristine beauty.
“Trex decking and railing are designed to not only beautify but to also support real life,” said Jodi Lee, Senior Vice President of Marketing for Trex Company. “From birthday parties to sports practice, this new campaign gets to the heart of what differentiates Trex by showcasing how our products become an integral and trusted part of people’s lives and homes.”
Among the main commercials in the campaign is a spot titled “40th Birthday,” which shows how Trex decking and railing can withstand everything from dance moves and dropped burgers to the impact of popped champagne corks. In another, called “Regionals,” Trex railing serves as a practice balance beam for a young gymnast preparing for her next competition. Other creative concepts feature Trex decking and railings beautifully enduring the rolling and stopping of kids on skateboards; flailing hooks, splashing and flopping fish during an afternoon of angling; and the thrills (and spills) of a children’s tea party.
“With this next chapter of the Trex brand, we wanted to lean into real-world moments to showcase where the performance truly shines,” said Steve Chavez, EVP/Managing Partner, Chief Creative Officer at BUNTIN. “These spots bring a fresh, bold energy to the brand proving that Trex isn’t just built to last – it’s built for life with all its unpredictability, excitement and celebrations.”
Since first inventing the category of composite decking more than 30 years ago, Trex has remained an industry leader in innovation launching revolutionary products like Trex Transcend® decking, which introduced the brand’s exclusive high-performance shell. Now available across the brand’s entire portfolio, this ultra-durable shell makes Trex decking highly resistant to staining, scratching and mold*, easy to maintain, and fully submersible for dock and marine applications.
Over the years, Trex has also launched products like Signature® decking, which features the industry’s most authentic wood aesthetics to date, along with deck boards specially engineered to resist fire and flame spread. Most recently, the company introduced SunComfortable™, a heat-mitigating technology engineered into the shell of select Trex deck boards to reflect the sun’s rays, keeping the surface cooler** underfoot than standard composite offerings of a similar color. Additionally, the brand offers the industry’s most comprehensive selection of deck railings ranging from composite offerings to steel, aluminum, cable and glass systems that pair seamlessly with Trex decking, allowing builders and homeowners to create safe, stylish and enduring outdoor spaces.
“Trex has always been a leader when it comes to performance innovation and this new ad campaign celebrates that legacy and the peace of mind our products offer to consumers,” added Lee. “We’re excited for the world to see the real, battle-tested ability of our products to stand up to life’s moments – big and small.”
Now live, the omni-channel “Trex Vs” campaign includes broadcast, website, digital, and paid and organic social channels. For more information, visit Trex.com.
*For details, see Trex’s Limited Warranty at trex.com.
**Although Trex® SunComfortable™ products are engineered to be cooler, they can still get hot to the touch when direct sunlight and high temperatures converge for extended periods of time. On such days, care should be taken.
