Sealy of Australia has a fierce competitor, albeit at a lower end of its market. Koala has been advertising loud and long for several months with a humorous campaign that has taken ownership of the Australian sickie tradition. Sealy is now be re-establishing its credentials as the leading brand in premium bedding with a commercial, by highlighting its technical expertise and attention to detail.
The campaign targets an Australian audience primarily but will also run in a number of other markets across the Asia-Pacific region.
The campaign, Clearly A Sealy, by DDB New Zealand focuses on the craftsmanship behind a Sealy mattress and the passion for innovation and pursuit of excellence of its makers, that promise Sealy users a better night’s sleep. It “stars” Sealy’s new Align Support spring, which is, supported by orthopaedic research, and took four years to develop.
Damon Stapleton, DDB New Zealand chief creative officer, stated, “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 national marketing manager, added, “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 TVC will run in 60-, 30-, 15- and 6-second versions, supported by social content.
Agency: DDB New Zealand
Chief Creative Officer: Damon Stapleton
Creative Director: Brad Collett
Art Director: Dan Bolton
Copywriter: Danny Brown
Managing Director: Chris Willingham
Senior Account Manager: Rachel Parker
Planning Director: Rupert Price
Executive Producer: Judy Thompson
Agency Producer: Sammy Royal
Production Company: Fish
Director: Jason Bock
Executive Producers: James Moore & Samantha Attenborough
Producer: Tulsi Bramley
DoP: Crighton Bone
Post Production online: Mandy VFX
Offline Editor: Julian Currin
Colourist: Matic Prusnik
Music & Sound: Liquid Studios
Composer: Peter Van de Flui
Client: Sealy of Australia
National Marketing Manager: Wade Ganzer
Senior Brand Manager: Ann Strini
Product Manager: Ben Whitaker