Sealy Posturepedic highlights hazards of poor support in new 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, developed by Cummins&Partners.
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 Spinal Alignment Mannequin)”) is based on the real life testing apparatus that supports the development of Sealy Posturepedic’s unique spring system.
Says Wade Ganzer, national marketing manager, Sealy Posturepedic: “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.
Says Adam Slater, associate creative director at Cummins&Partners: “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.”
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
Photographer – Damien Bredberg
10 Comments
Is this a prequel to Ex Machina?
Onya Slats and Chay! Cool work done by cool people
How do you get ‘SAM’ from ‘Sensor Equipped Mannequin’?
Our robots will need good back support when they take over
You mention /credit everyone involved including your in house retoucher yet absolutely no credit for still photography team at all. Unbelievable….
As an older creative director this would neve have washed in my day.
It’s high time the broader industry woke up and respected the amount of craft and production that goes into making still images. Television is not the only media.
JD.
Done with care and done very well. I want to buy a Sealy
I actually felt this. Or maybe it’s just the $15 Bunnings chair I’ve been using the past two years.
Dig it, nice work Slats and Chay!
Don’t get me wrong, it’s nice. But it’s so full of client fluff, it makes it so rational and boring. Remember when ads were fun?
Forgive the earlier omission re the photo graphic work.
Damien Bredberg is the photographer..he was brilliant and his work is exceptional. We recommend him highly. See his work here:
https://www.damienbredberg.com.au
It’s refreshing to see a brand integrate advanced technology with a clear message about how our sleep quality directly relates to spinal health and reflects our energy through out the day as spinal pain is unbearable and I am of a victim of it too but thankyou for the awareness I learned from it well. As someone who values both innovation and quality in sleep products, I’m eager to see how Sealy continues to push boundaries in the mattress industry. Looking forward to more insightful campaigns and products from Sealy!