Wednesday, February 16, 2011

Targeting lovers, or maybe just wanna bes.

2/16/11

If you live in New York or Boston, your Super Bowl experience included a cleverly naughty little ad from Sealy’s. Instead of anatomy lessons, specifications or sheep, we got afterglow; and a suggestive tagline “Whatever you do in bed, Sealy supports it.” (Greenberg, 2011)

The company points out that in order to arrive at the strategy they skipped focus groups and went directly to consumers to find a way to connect with them on an emotional level. And while they didn’t say how many people were actually having sex, versus how many would like to, I’d say that they succeeded. At least for me. And since I am in the market for a new mattress at the moment I say good for them.

How about you? Would you rather think about making love or padding and coils?

Here’s a link to the commercial in case you missed it.
http://www.youtube.com/watch?v=qH3tqvnU9z0&feature=related

Greenberg, K. (2011, February 9) Sealy: A Good Mattress Is About More Than Z-z-z’s. mediapost.com. Retrieved February 15, 2011, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=144636

5 comments:

  1. I think the commercial is about making love,
    but it's not sexual. Still it's very engaging because it is sexy.
    So I think it's a good commercial.

    But I did wonder, why they don't use 40's, 50's, and 60's couples?
    That might make it an even better commercial.

    Tomo

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  2. I thing this is a good commercial.
    It conveys the feeling which is so incredible when people having sex on that bed.
    Images are quite veiled but express the key messages directly to the customers. Also, the background music "just a little lovin, early in the morning" matches perfect to this commercial.

    Overall, i like this commercial, it's free and pure. But I'm pretty sure, this subject regarding sex is forbidden in China..... pity

    Weijia Ling

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  3. I love this! To me, all mattresses are the same. Sealy, Serta, Simmons... (why do all mattresses start with an S?) I honestly can't tell them apart and generally would just go for whatever is comfortable and affordable. But I honestly think that this commercial is something that would stick in my head if I were shopping for a mattress - it leaves you feeling that your purchase is not just a boring, overpriced mattress, but something slightly naughty and fun that you're buying for yourself and your significant other - it's more than just comfort - it's fun. The innuendo is done in a classy manor that gets the point across without being crude. Overall, I think it's effective in distinguishing Sealy from other brands.

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  4. I love this commercial. It is different and no one says something about how good it is for your back and whole body. It´s not the boring sleeping part which is mentioned, it´s the fun part. What a bummer that the company just chose young couples to show "the fun" instead of also showing older couples. But overall, a really good commercial which stays in mind.

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  5. Nikke Gant....

    I like this commercial. It is multicultural, so everyone is represented (except for seniors - who I believe are probably having more sex than most 30 & 40 something year olds who looked like the target market in the commercial). The colors were warm and sensual, cool and cozy, and oddly enough, no one touched.

    Who would buy the mattress because of how well the springs would hold up during sex, which is the key message I think they were selling here? Probably an older couple (who was not represented here) and a very young couple. Would I? Maybe...

    ReplyDelete