Sealy Posturepedic highlight the hazards of poor support in new brand campaign via Cummins&Partners
How supportive is your mattress? That’s the question posed by Sealy Posturepedic’s new brand campaign: a crash course on what to look for in a bed.
Inspired by the rigorous testing procedures of luxury automobiles, the campaign employs a hard-working crash test dummy, to demonstrate the impact of both good and bad support on the human body. S.A.M (short for Sensor Equipped Mannequin) is based on the real life testing apparatus that supports the development of Sealy Posturepedic’s unique spring system.
Wade Ganzer, Sealy Posturepedic national marketing manager, explained: “Our goal in the new campaign was to introduce the next generation of Australians to the power of PosturepedicTechnology – 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 campaign will launch on national TV from March 13, and will also air in several of Sealy’s international markets. It will be supported online, and through eye-catching POS in bedding retailers across Australia.
Adam Slater, associate creative director at Cummins&Partners, added: “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
