Leggett & Platt's ‘Get Hybrid' rap music video debuts
David Perry -- Furniture Today, May 9, 2012
Actors in the new Leggett & Platt music video perform in as the video crew captures the action.
Leggett & Platt’s Mark Quinn holds the necklace worn by “Springz,” one of the stars of the L&P “Get Hybrid” music video.
CARTHAGE, Mo. — Leggett & Platt is entering a new category - rap music - to tout one of its core businesses: innerspring mattresses.
L&P teamed with Second City Communications to create "Get Hybrid," a fast-paced music video that blends humor, rap music and bedding insights to tout what L&P calls "the Ultimate Hybrid," sleep sets that feature L&P's encased Comfort Core innersprings.
The video is now airing on www.ultimate-hybrid.com.
It was produced by Second City Communications, the corporate services division of the world famous improv-based comedy theater in Chicago. L&P officials and a Second City crew spent two days at a Chicago-area dance club filming the video, which runs about four minutes.
"When it comes to comedy, nobody does it like The Second City," said Mark Quinn, segment vice president of marketing at L&P. "In addition to being professional improv comedians, their team knows how to intersect a business objective with a creative solution."
He said L&P believes manufacturers can improve their impact in the specialty sleep market with the Ultimate Hybrid - a mattress that pairs specialty sleep materials, such as visco, gel and latex, with fabric-encased Comfort Core innersprings.
"It's not unusual for Second City Communications to team up with a business or not-for-profit entity," said John Cates, a producer with Second City who was on the set for the video shoot. "In fact, our Second City Communications is entirely dedicated to this task, presenting over 400 corporate engagements a year. We were excited to work in the sleep market. It's not every day you get to write a rap song about a mattress."
The Second City opened in Chicago in 1959 and has been a training ground for several well-known comedians. Today, it also has theaters in Detroit, Las Vegas and Toronto and trains more than 13,000 students each year in improvisation and acting at its Los Angeles, Toronto and Chicago schools.
L&P will release a behind-the-scenes look at the creation of "Get Hybrid" through a reality Web series that will premiere this summer. Retail sales associates and mattress industry professionals can visit Ultimate-Hybrid.com and register for updates regarding the Second City Communications project, L&P said.
Bedding Conference Set for 14-16 May