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In the Mafia, “going to the mattress” means all-out war. In the mattress business, all-out war means 24-carat gold-plated vents, Belgian damask coverings, and, for mattress maker Stearns
& Foster, print work by renowned fashion shooter Albert Watson.
Watson’s photograph of a bronzed woman curled on a mattress is as finely detailed as an etching; the woman appears both peaceful and voluptuous. Important messages, considering the mattress carries a $5,000 price tag.
“It was important that this ad communicates premium branding,” said Long Haymes Carr
creative director Mylene Pollock of Sealy’s pre-mium line.
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