Sealy "Gold Digger"

Commercials often combine a practical appeal with a more emotional appeal. A new campaign for Sealy mattresses (by Cramer-Krasselt, Chicago) combines the two elements in an unusual (not to say odd) way. The practical message is that Americans average just six hours of sleep a night, so they need a mattress that helps them get really good sleep – hence the theme line, “Get a better six.” The gut-level message half-jokingly taps into populist resentment of the idle rich, who can doze the whole day away if they please.