Sealy. We've Got Your Back!
No matter what stage of life you are in – SEALY has a mattress for you. That’s the message here. It doesn’t matter if you are rich or poor, young or old, single, have ten kids or are retired. There’s a mattresses that will fit your life. Despite the range in styles, makes, sizes and brands – all SEALY mattresses have one thing in common – they’re all comfortable. They’re good for your back. Thus, all through your life – SEALY has your back.
The Product
SEALY has four main brands of mattress.
- Sealy® Brand
- Sealy Posturepedic®
- Optimum™
- Stearns & Foster®
Each brand, in a sense, is a step-up from one another – With the Sealy Brand being your classic mattress and the Stearns & Foster is the most top-of-the-line luxury mattress you can get.
The Story in 4 print ads
Through 4 print ads (one for each SEALY brand) we will watch a couple just meet – get married – have a family – and then watch as their kid goes to college.
Each print ad will focus on one particular stage, with the corresponding Sealy mattress brand as the centerpiece.
In each scenario an actual Sealy Mattress will figuratively “have the back” of our couple in life events – playing on the headline Sealy's Got Your Back in a humorous way but not merely for the sake of amusement – but rather to heighten the metaphor of the deeper meaning.
The deeper meaning is that Sealy does have your back – because a good mattress encourages healthy sleeping habits that directly correlate to a healthy and productive lifestyle. And your back doesn't hurt.
The Sealy® Brand
HEADLINE: Sealy’s Got Your Back
Sub-HEAD: Just Outta College?
COPY: No matter what stage of life you’re in – Sealy has a mattress for you. So whatever life brings you’ll sleep well because Sealy has got your back!
Sub-COPY: Sealy® Brand. Contemporary style. Great support. Excellent value.
VISUAL: Outside of a college bar an enamored young man and woman leave holding hands. A “bro” doesn’t like this – presumably the young man (whom is wearing a baseball cap) took his girl. But it’s okay – the young man’s Sealy® Brand mattress (also wearing a baseball cap) “has his back” and stands up to the “bro” – while the couple happily continue on their way, unaffected. The SEALY LOGO is in corner.
The Sealy Posturepedic® Brand
HEADLINE: Sealy’s Got Your Back
Sub-HEAD: Just Married?
COPY: No Matter what stage of life you’re in there’s a Sealy for you (and your significant other!) So sleep well (or “not sleep” well) because Sealy has got your backs! Sub-COPY (Product call-out from website): The Sealy Posturepedic® Brand. Whatever you do in bed, Sealy supports it™
VISUAL: The SAME COUPLE from ad #1 – they’re getting married. Here the man, still young, but older is standing at the alter watching his bride – who is walking down the aisle with her dad. Also waiting are the priest, the bride’s maids of honor and of course the best man – who is a Sealy Posturepedic® mattress (complete with a bowtie like the groom). The SEALY LOGO is in corner.
Optimum™
HEADLINE: Sealy’s Got Your Back
Sub-HEAD: Starting a Family?
COPY: Not to worry– Sealy has mattresses for you and your family (especially the little ones!) So when you can find sleep during this wonderful time – you’ll sleep well knowing everyone else is sleeping well too– because Sealy has got your backs!
Sub-COPY (Product call-out from website): Optimum™. Featuring OptiCool™ Gel Memory Foam. Great Sleep is Optimum™ Sealy is the leading crib mattress brand in the USA – promoting supportive, safe, and comfortable sleep for baby.
VISUAL: The couple (young parents now) walk happily down a pleasant neighborhood street hand and hand. The young wife is expecting. Behind them, “having their backs” is a (Sealy) Optimum™ mattress pushing the baby carriage. Behind the Optimum™ mattress is a Sealy Crib Mattress. The SEALY LOGO is in corner.
Stearns & Foster®
HEADLINE: Sealy’s Got Your Back
Sub-HEAD: Empty Nest?
COPY: Sleep well knowing you sent them away with a Sealy mattress that will have their back. Now it’s your time to relax at home with a Stearns & Foster®, who will have yours.
Sub-COPY (Product call-out from website): Stearns & Foster®. Always Dream™
VISUAL: The couple, much older now, stand on their house’s porch giving one last wave to their son (or daughter) as they are about to get in their car (on top of which is a Sealy® Brand mattress) and presumably go off to college. Standing next to them on the porch – waving goodbye with them is a Stearns & Foster® Mattress. The SEALY LOGO is in corner.
“Fun Fact: Sealy is and has been American-made since 1881.”