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. “When you want high-end seductive, you have to approach it from a fashion angle.”
The Winston-Salem, N.C., agency has placed the piece, tagged, “Haven. One letter away from heaven,” in Architectural Digest, Departures, Metropolitan Home, Travel + Leisure and other upscale periodicals this month.
“Wellness has taken the affluent by storm,” said Pollock. “A mattress is part of wellness.”
That, however, is not a concept the Mafia would appreciate.