Tom Brady Pays for the Ultimate Luxury in This Ad for Simmons’ Beautyrest Mattress

Great sleep, no frills

When New England Patriots quarterback Tom Brady needs a break from bickering with the NFL, he goes to the gaudiest hotel on planet Earth to sleep on a specialty mattress that will never deflate.

At least, that's the scenario laid out in this spot for Simmons Bedding, whose "Dream in Black" campaign focuses on the Beautyrest Black model. KBS is handling the campaign, and has a slew of TV and digital ads planned, with Brady as the centerpiece.

The ad itself is just ridiculous enough to be fun, and the image of Brady sleeping on a bare mattress in an empty hotel room is poetic in its own way.

Asked why they picked Brady, KBS executive creative director Jon Goldberg said "consumers would trust Tom Brady's discerning standards for luxury." Simmons' vp of Marketing Jeff Willard did him one better, claiming that Brady is "someone who is committed to the ultimate in quality, performance and style."

These might be the nicest things anyone outside New England has ever said about him.


Client: Simmons Bedding Company

Agency: KBS


Executive Vice President of Marketing: Jeff Willard

Vice President Marketing Communications: Michelle Montgomery

Creative Director Marketing: Matthew Schachte


Co-CCOs: Jonathan Mackler, Dan Kelleher

Executive Creative Director: Paul Renner

Executive Creative Director: Jon Goldberg

Senior Art Director: Nigel Gross

Senior Copywriter: Ben Cascella

Head of Production: Jenny Read

Executive Producer: Cori Boudin

Executive Director Of Content Affairs: Robin Oksenhendler

Executive Content Business Affairs Manager: Andrea Fagan

President of Business Leadership: Katie Klumper

Group Account Director: Douglas Christian

Account Supervisor: Charles Wright

Executive Director, Brand Strategy: Sam Chotiner

Production Company

Production Company Name: Biscuit Filmworks

Director: Noam Murro

Managing Director: Shawn Lacy

Executive Producer: Rick Jarjoura

Line Producer: Jay Veal

Director of Photography (DOP): Simon Duggan


Editorial Company Name: Union Editorial

Editor: James Haygood

Senior Cutting Asst: Joseph Garst

Executive Producer: Caryn Maclean

Producer: Lauren Hafner Addison


Finishing Company Name: UNION + MPC

Executive Producer: Caryn Maclean (Union) Justin Brukman (MPC)


Flame Artist: Jason Ortenberg

VFX:  Sue Jang- Matte Painter, Leslie Chung, Hieu Phan, Jeff Billon- Compositors

Music / Sound Design

Music Company: The Rumor Mill

Composer/ Artist/ Title: Original Music

Executive Producer / Producer: Mike Boris

Sound Design: Steve Rosen

Audio Mix

Company Name: Sonic Union

Audio Mixer: Steve Rosen


Company Name: Nice Shoes

Colorist: Lez Rudge