ATLANTA Mullen shows how Sealy supports U.S. Olympians in a new television campaign set to launch later this month.
The Winston-Salem, N.C., shop said it has developed five spots for the Trinity, N.C., client, four of which focus on Sealy's position as the official mattress supplier of the 2004 U.S. Olympic team. The four national 15-second Olympic-themed ads are set in training dorms and show athletes combining their respective sports with sleep.
"Synchronized Swimming" features two females asleep in twin beds, raising their arms and legs and turning over in unison. Another spot, "Pommel Horse," shows a male gymnast using the end of his bed as a gymnastic prop. In "High Jump," a male athlete runs into his room and completes a vertical leap into his top bunk bed. "Diver" presents a male standing on his dresser and diving into bed.
In all four spots, the athletes either are fast asleep while performing their sport, or nod off as soon as they hit a Sealy mattress. John Brockenbrough, executive creative director at Mullen, said the focus of his first work for Sealy was to align the company with the Summer Olympics while advancing the brand's leadership position.
The dealer spot is a 30-second ad set in a Sealy retail location. Customers are falling asleep as soon as they lie down on the mattresses. After a woman asks a sales associate how he manages to stay awake, viewers get a behind-the-scenes look at the retail staff drinking coffee straight from the pot and eating coffee grounds before hitting the sales floor.
"The great thing about these spots is that they can run by themselves to drive the brand message and position Sealy as the official Olympic mattress supplier," said David Evans, vice president of marketing communications for the client. "They also can be customized by our retailers for local use, helping them drive sales."
Previous ads by Interpublic Group's Mullen positioned Sealy as the mattress for a great night's sleep. This campaign is an extension of the earlier work, according to the shop.
Sealy spends $10 million on advertising annually, per TNS Media Intelligence/CMR.