Floored by flooring

Perusing a list of words ending in the suffix ‘philia’ is a wonderful reminder of the strangeness and charm of the English language. 

There are odd ones like ‘athazagoraphilia’ – a fondness for being forgotten or ignored; the unexpected ‘batophile’ –  a love of heights (not bats, then), ‘dinophilia’ – not penchant for dinosaurs but for dizziness or whirlpools; and ‘frigophilia’ – a love of cold things. 

And then there's the somewhat niche ‘enetophile’ – an affection for pins, but under F there is no floorphilia. 

So 'floor love' is purely a concept dreamt up by Fallon and explored in this trio of spots directed by Terri Timely. 

Part of the company’s rebrand from Lumber Liquidators, the films include Slide, in which two women find it hard to leave lolling about on some tasty new timbers, Steve, in which an embarrassed online store assistant has to deal with a couple overwhelmed by lust for their new ‘driftwood hickory’ and Artisan, in which a floor-o-phile ends up with a severe case of ‘plank face’ after getting passionate with her parquet.