Simmons gets expert help in ComforPedic ad campaign
David Perry -- Furniture Today, April 26, 2013
Jeff Willard, Simmons executive vice president of marketing, shows off the stalagmites that will make up part of the set of Philippe Cousteau’s “dream” in a ComforPedic national TV ad.
The company says that international experts like Philippe Cousteau, the oceanographic explorer, Maria Chudnovsky, a graph theorist and mathematician, and Dr. Mae Jemison, the first black woman to travel in space, sleep on ComforPedic memory foam beds. All are featured in the new ComforPedic ads, recently filmed in Los Angeles and debuting next month.
Adding star power to the ComforPedic commercials is Alex Trebek, the Jeopardy host and "ultimate expert on everything," Simmons officials said. He provides the voiceover on the commercials.
Simmons is also adding some music firepower in its newest Beautyrest national ad, which incorporates Eddie Money's "We Should Be Sleeping."
Together the "breakthrough" national advertising campaigns will generate 2.2 billion impressions this year, Simmons officials said, with the Beautyrest campaign generating 1.5 billion impressions and the enhanced ComforPedic campaign generating 700 million impressions, 200 million more than earlier plans.
Simmons officials haven't released the dollar spend on the ad campaigns.
The ComforPedic campaign will be the first national advertising campaign for the brand, which is celebrating its 10th anniversary this year and is gaining ground in the market, Simmons officials said.
The campaign positions the ComforPedic brand as "the expert in a crowded and confusing category" and as "a brand for those ‘in the know.'"
Jeff Willard talks with astronaut Dr. Mae Jemison at the ComforPedic ad shoot in Los Angeles last week.
"ComforPedic understands what it means to be an expert: Vision. Research. Hard work. Never giving up," said Jeff Willard, executive vice president of marketing at Simmons. "Experts in the world today hold the same, admirable values - and never make a decision without the proper amount of research and a good night's sleep. That is just like the keen consumers who buy ComforPedic."
The experts in the Comfor- Pedic ads are "all smart enough to sleep on a ComforPedic and confident in their choice of the Better Memory Foam," Willard added. "Their professions rely on only the best, most restful sleep. They won't risk settling for anything less."
The commercials will feature Cousteau, the grandson of Jacques Cousteau, Chudnovsky, recipient of the 2012 "Genius Award," and Jemison, the NASA astronaut who went into orbit on the space shuttle Endeavour in 1992, in high-tech settings. They will envision the kinds of dreams the three could have while getting a great night of sleep on their ComforPedic beds, Willard said.
The Beautyrest and Comfor- Pedic national ad campaigns, which launch in mid-May, will include spots on CBS, ABC and NBC on high-profile shows, with a heavier slate of spots set for the summer holiday periods. The national TV ads will air from May to September.
In addition to running during primetime hours, ads will run on network TV on the morning and late-night programs, "when the half-awake and not full charged are watching," Willard said.
The cable component of the campaigns includes a broad assortment of networks including Lifetime, Oxygen, HGTV, AMC, the Food Network, the Travel Channel, ESPN, the History Channel, National Geographic Channel, TBS, TNT and CNN, among others.
Digital components of the campaign include ads on search engine websites, network websites, and Web and mobile destinations like Facebook and YouTube.
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