Sealy Posturepedic launches new brand campaign via Cummins & Partners
Sealy Posturepedic has launched a new brand campaign in partnership with Cummins & Partners.
The campaign proposes that mattress support should be as rigorously tested as the safety of luxury vehicles, targeting the next generation of Australians with a crash course in what to look for in a bed.
The campaign features crash test dummy S.A.M (sensor equipped mannequin) to demonstrate the impact of both good and bad support on the human body. S.A.M is based on the real life testing apparatus used in the development of Sealy Posturepedics technology.
Launched on national TV from the 13th of March, the campaign’s 30 second TVC will be supported online and POS executions at leading mattress retailers. The TVC will also be shown in some of Sealy’s international markets.
The ad depicts S.A.M sitting in a vehicle speeding towards a wall in a car testing factory. Stopping short of impact, S.A.M exits the car, holding their hip to imply they are sore from a hard days work. Falling into a Sealy Posturepedic bed for a rest, S.A.M’s sensors demonstrate the responsive mattress technology used by the brand.
POS executions will feature in leading mattress retailers.
Wade Ganzer, national marketing manager, Sealy Posturepedic said: “Our goal in the new campaign was to introduce the next generation of Australians to the power of Posturepedic Technology – which meant re-establishing the proposition in a compelling way. It’s a connection with the past built with a new modern approach. We’ve tied in the winning formula that made the brand a household name.”
The TVC will also be supported by online placements.
Adam Slater, associate creative director, Cummins & Partners said: “After meeting the Sealy team and touring their factory, we were blown away by the level of technology and innovation that goes into making their beds. Our goal was to simply and effectively communicate the benefit of this research – by providing customers with a strong visual demonstration of how spinal support affects sleep.”
Credits:
Client: Sealy Posturepedic
National Marketing Manager: Wade Ganzer
Product Manager: Ben Whittaker
Creative Agency: Cummins&Partners
Chief Creative Officer: Sean Cummins
General Manager: Matt Rose
Account Manager: Oscar Robinson
Associate Creative Director: Adam Slater
Senior Art Director: Chay O’Rourke
Head of Broadcast: Karley Cameron
Print Producer: Stevie Tortosa
Senior Retoucher: Ed Croll
Production: T&DA
Director – Colin Renshaw
DOP – Sean Ryan
Producer – Nina Salter
Editor – Josh Kell
Executive Producer – Eyvonne Carfora
VFX – Alt.vfx
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