DDB New Zealand's ad reinforces Sealy’s leadership position in the premium bedding market
Sealy of Australia has launched a new brand campaign, ‘Clearly A Sealy,’ via DDB New Zealand, to reinforce Sealy’s leadership position in the premium bedding market.
The campaign introduces us to the people of Sealy, whose passion for innovation and pursuit of excellence ultimately delivers a mattress that gives users a great night’s sleep. It’s the qualities inside these highly skilled individuals that account for the quality of the components inside the bed itself. And that’s what makes it ‘Clearly A Sealy.’
The inanimate star of the campaign is Sealy’s new Align Support spring. Four years in the making, supported by orthopaedic research, the spots show the process of relentless inventing, breaking, testing, re-inventing and crafting that the new spring went through, all with the aim of providing a better, more rejuvenating sleep for Sealy customers.
Director Jason Bock at Fish uses a shooting style that keeps the camera moving forward seamlessly throughout the spot, revealing the multiple layers of Sealy‘s manufacturing process from start to finish.
Damon Stapleton, DDB New Zealand’s chief creative officer, says the campaign was designed to highlight the craftsmanship and the incredible attention to detail that make Sealy unique. Says Damon: “The people at Sealy are true artisans. They go to extraordinary lengths to make an extraordinary product. All too often in life mattresses are taken for granted and treated as commodities, yet good sleep is vital to our health and wellbeing. The campaign aims to redress that and to remind people of the fundamental importance of a great mattress – clearly a Sealy of course.”
Wade Ganzer, Sealy’s national marketing manager, is excited that the new campaign lifts the lid on Sealy and puts its people and its processes on a pedestal. Says Wade: “I think the team has done a fantastic job capturing the remarkable combination of talent and technology that goes into every Sealy mattress and we’re thrilled to now share that magic with consumers across Australia and beyond.”
The Clearly a Sealy TVC will roll out in 60, 30, 15 and 6-second formats, supported by social content.view more - Creative