The campaign introduces everyone to the people of Sealy and the skills they have to build the bed itself.
Sealy of Australia has appointed DDB New Zealand to launch a new brand campaign, Clearly A Sealy, to reinforce Sealy’s leadership position in the premium bedding market.
Whilst targeting an Australian audience primarily, the work is also planned to run in a number of other markets across the Asia-Pacific region.
The campaign introduces everyone 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 craftmanship and the incredible attention to detail that make Sealy unique.
“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," Stapleton says.
"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.
“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," Ganzer says.
The Clearly a Sealy TVC will roll out in 60, 30, 15 and 6 second formats, supported by social content.
Client credit: Sealy of Australia
National Marketing Manager: Wade Ganzer
Senior Brand Manager: Ann Strini
Product Manager: Ben Whitaker
Agency credit: 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
Executive Producers: James Moore & Samantha Attenborough
Producer: Tulsi Bramley
Director: Jason Bock
DOP: Crighton Bone
Post production online: Mandy VFX
Offline Editor: Julian Currin
Colourist: Matic Prusnik
Composer: Peter Van de Fluit, Liquid Studios
Sound Mix: Craig Matuschka, Liquid Studios