When New England Patriots quarterback Tom Brady needs a break from bickering with the NFL, he goes to the gaudiest hotel on planet Earth to sleep on a specialty mattress that will never deflate.
At least, that's the scenario laid out in this spot for Simmons Bedding, whose "Dream in Black" campaign focuses on the Beautyrest Black model. KBS is handling the campaign, and has a slew of TV and digital ads planned, with Brady as the centerpiece.
The ad itself is just ridiculous enough to be fun, and the image of Brady sleeping on a bare mattress in an empty hotel room is poetic in its own way.
Asked why they picked Brady, KBS executive creative director Jon Goldberg said "consumers would trust Tom Brady's discerning standards for luxury." Simmons' vp of Marketing Jeff Willard did him one better, claiming that Brady is "someone who is committed to the ultimate in quality, performance and style."
These might be the nicest things anyone outside New England has ever said about him.
CREDITS
Client: Serta, Simmons Bedding Company
Agency: KBS
Simmons:
Executive Vice President of Marketing: Jeff Willard
Vice President Marketing Communications: Michelle Montgomery
Creative Director Marketing: Matthew Schachte
KBS
Executive Creative Director: Paul Renner
Executive Creative Director: Jon Goldberg
Senior Art Director: Nigel Gross
Senior Copywriter: Ben Cascella
Head of Production: Jenny Read
Executive Producer: Cori Boudin
Executive Director Of Content Affairs: Robin Oksenhendler
Executive Content Business Affairs Manager: Andrea Fagan
President of Business Leadership: Katie Klumper
Group Account Director: Douglas Christian
Account Supervisor: Charles Wright
Executive Director, Brand Strategy: Sam Chotiner
Production Company
Production Company Name: Biscuit Filmworks
Director: Noam Murro
Managing Director: Shawn Lacy
Executive Producer: Rick Jarjoura
Line Producer: Jay Veal
Director of Photography (DOP): Simon Duggan
Editorial
Editorial Company Name: Union Editorial
Editor: James Haygood
Senior Cutting Asst: Joseph Garst
Executive Producer: Caryn Maclean
Producer: Lauren Hafner Addison
Finishing/VFX
Finishing Company Name: UNION + MPC
Executive Producer: Caryn Maclean (Union) Justin Brukman (MPC)
Producers:
Flame Artist: Jason Ortenberg
VFX: Sue Jang- Matte Painter, Leslie Chung, Hieu Phan, Jeff Billon- Compositors
Music / Sound Design
Music Company: The Rumor Mill
Composer/ Artist/ Title: Original Music
Executive Producer / Producer: Mike Boris
Sound Design: Steve Rosen
Audio Mix
Company Name: Sonic Union
Audio Mixer: Steve Rosen
Color
Company Name: Nice Shoes
Colorist: Lez Rudge
