Sealy Posturepedic Australia launches new campaign for its Acclaim Mattress via Traffic

Sealy Posturepedic Australia, one of the country’s leading mattress brands, has engaged Traffic once again to create a distinctive multi-channel campaign for the launch of its new Sealy Posturepedic Acclaim mattress. Featuring American Ford Model Jaelynn Hinton as the campaign’s hero talent, the launch represents a bold step forward in premium sleep innovation.

All aspects of bringing the Acclaim brand to life were created by Traffic, from crafting the brand strategy, positioning, and naming, to designing the identity, collateral and production of the TVC, which was shot by director and photographer Ian Butterworth through Louis&Co.

The campaign story was built around the foundation of “Comfort fused with technology”, highlighting Sealy’s commitment to industry-leading research and development via the positioning line – “Innovation never felt so good.

To visually showcase the technology behind the brand, Traffic collaborated with CGI artists to create detailed representations of key sleep system innovations. These visuals, along with animations, became integral to the brand’s marketing activation.

Traffic then undertook an extensive global search for the face of the campaign, who needed to embody the spirit and livelihood of that incredible ‘wake-up feeling’ but also appeal to a broad audience. A modern, luxury bedroom environment was created for a series of TV spots featuring Jaelynn, as she experiences the difference felt from sleeping on the new mattress whilst reinforcing the technology behind a better night’s sleep in line with the campaign tagline.

Says Wade Ganzer, National Marketing Manager, Sealy Posturepedic: “Traffic shows a real understanding of the challenges we face and the opportunities for us as a brand in a highly competitive landscape. I am impressed with the result of this campaign, and this is just the beginning of a long-term strategy to position the Acclaim as a market leader in the premium bedding market – and, we’re just as excited about what comes next.”

Says Andrew Begg, CEO and Creative Director, Traffic: “We set out to create a distinctive campaign with a modern premium feel. While a mattress might seem mundane to many, choosing the right one is essential to our well-being and is instrumental in how we wake up feeling. The way you bring the product to life and the distinctive world you create around it, can really set a brand apart, and we were able to achieve that here with Jaelynn, sophisticated CGI animation, and of course, the amazing team.”

This marks Traffic’s fourth major branding project for Sealy in the past six years.

The Sealy Acclaim TVC will roll out in 30, 15 and 6 second formats today, Monday, March 23 and will be supported by digital, BVOD, social content and radio in Australia, ahead of an international launch later this year.

Client: Sealy Australia
Wade Ganzer – National Sales and Marketing
Ben Whittaker – Product Manager
Jess Conradi – Retail Support Manager

Brand Agency: Traffic Sydney
Chief Creative Director: Andrew Begg
Sarah Wilson Begg: General Manager / Producer
Copywriter: Andrew Begg
Copywriter: Sarah Wilson-Begg
Art Director: Andrew Begg
Designer: Chris Shurey

Production Company: Louis & Co
Executive Producer: Louis Molines
Producer:  Ness Levis
Photographer/Director: Ian Butterworth
DOP & Offline Editor: Tim Kindler, Dualism
Sound Designer: Dave Robertson, Heckler Sound
Sound Producer: Bonnie Law, Heckler Sound
Composer: Roo Walker
Stylist: Lara Hutton

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