American mattress company Sealy is encouraging couples to appreciate the benefits of the new Sealy Posturepedic in “After Glow”, a television commercial aired in New York and Boston during the Super Bowl, and “In Bed”, a fun iPhone app. “After Glow”, the first of three Sealy commercials in the campaign, features couples relaxing together in bed, clearly having enjoyed “just a little lovin’”. The tag line for the campaign: “Whatever you do in bed, Sealy supports it”.
Click on the image below to play the After Glow commercial in YouTube (HD)
“Slippery when wet… in bed.” Transform everyday objects, moments and photos into the ultimate fortune cookie joke. Quickly snap tagged pics and pass them on to your friends and social universe. Silly? Yes. Life affirming, probably not, but we challenge you to capture an image that doesn’t work…in bed. Go forth and remember, whatever you do in bed, Sealy supports it. Download the In Bed app.
Click on the image below to play the In Bed promotional video in YouTube (HD)
The Sealy mattress campaign was developed at Leo Burnett Chicago by global creative director and chief creative officer Mark Tutssel, executive creative director and chief creative officer Susan Credle, creative director/copywriter Shane Hutton, creative director/art director Lee Walters, agency producer Scott Gould.
Special effects were produced at MassMarket. Editors were John Hopp and Steve Prestemon at Whitehouse Post. Sound was produced at Eleven Sound. Music (DG Remix) was produced by Carmen McRae. Color was produced at Cinelicious.
“Our research found people do much more in bed than sleep; there’s a whole lot of living going on in bed,” said Jodi Allen, Chief Marketing Officer at Sealy. “It was this core insight that drove the development of both our Next Generation Posturepedic mattress line as well as our marketing campaign. And it’s this core insight that presented an opportunity for us to enter a relatively uncharted space in the industry, while ultimately tapping into consumer emotion.”
To communicate all of life’s moments Sealy supports, the brand enlisted the help of Leo Burnett, who in collaboration with the Sealy team, has created the integrated campaign – “Whatever you do in bed, Sealy supports it.”
“In just 90 days, Leo Burnett and Sealy put their minds together to develop a fun and energetic campaign that is bound to shake things up in the mattress category,” said Susan Credle, Chief Creative Officer at Leo Burnett. “When was the last time you heard or saw a mattress company talking about all the great things that happen in bed? This campaign will get people talking about Sealy and saying, finally a mattress company who gets what I do … in bed.”