A hard-working crash test dummy.
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. SAM (short for Spinal Alignment 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: “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 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: "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
