Spring Air 'spokesbear' stars in new ads
David Perry -- Furniture Today, February 17, 2003
Des Plaines, Ill. — Spring Air's "spokesbear" is back in action in two humorous new TV spots.
The bear supports Spring Air's "Just Right" brand image campaign, which sprang from the first bear commercials in 1997.
In one new ad, "Nature Calls," the Spring Air bear is fast asleep on a Back Supporter mattress. The commercial says that the only reason the Spring Air bear wakes up is to answer nature's call. The bear awakens from a deep sleep and ambles across the cabin.
Viewers then hear the sound of flushing water, as the bear returns to the bedroom and climbs back onto a Spring Air mattress that is "Just Right."
The second commercial, the "NeverTurn Cabin Bear," shows the bear sleeping on a Back Supporter mattress. The announcer says, "A Spring Air NeverTurn mattress is so well designed you'll never have to turn it, unless, of course, you have a good reason."
At that point, the bear awakens and lifts the mattress to find a bag of potato chips he hid for the winter. The commercial ends with the message: "The Spring Air mattress, so well designed for long-lasting comfort. It's 'Just Right' from Spring Air."
The spots will appear on network and cable television in North America, including Mexico.
"The bear is what led us to the slogan of 'Just Right'," said Jim Nation, Spring Air president. "That has been a good identification with Spring Air."
