Simmons Bed Unveils New TV Advertising Campaign

This Year Again, Differentiation with 'Bedless Bed Ads'... Enjoy Comparing Two Versions

A scene from Simmons Bed's new TV commercial.
[Photo by Simmons]

[Asia Economy Reporter Kim Jong-hwa] Simmons, a sleep specialist brand (CEO Ahn Jung-ho), unveiled its new TV advertising campaign for 2021 on the 8th. This is Simmons' new advertisement, which has led advertising trends every year by creating a buzz with its "bedless bed commercial."

In this advertisement, Simmons Bed wittily conveys the message "People who sleep well are full of energy in their daily lives" through yawning, naturally emphasizing Simmons' symbol of "unwavering comfort." Once again, the product, i.e., the bed, does not appear; only the situation and the actors' performances deliver the brand's core message, adding freshness.

In the commercial, when the person next to the protagonist yawns, the protagonist, who had a good night's sleep, does not yawn but instead shows a lively and energetic expression. This metaphorically highlights how important sleep quality is by reminding viewers that sound sleep breathes vitality into daily life.

The campaign, produced in two versions?'Chill version' and 'Disco version'?expresses the single message of "daily energy given by sound sleep" with different charms, providing viewers with the fun of comparison. The contrast is enhanced not only in the actors' expressions but also in artistic elements and background music, amplifying viewers' curiosity.

The Chill version maximizes the lethargy of people tired from lack of sleep with low saturation and cool color tones, combined with the dreamy melody of "Marilyn Monroe" by Sevdaliza, an Iranian-Dutch musician. In contrast, the Disco version creates a perfect harmony with vibrant colors and the fast, funky sound of "Electric Boogie" by Ursula One Thousand, highlighting the protagonist's positive and energetic vibe.

Another point of interest is the fashion styling in the advertisement. The stylishness was enhanced with the Celine collection by world-renowned fashion designer Hedi Slimane and the Saint Laurent collection by another famous designer Anthony Vaccarello. Rising star model Frick Iben stars as the protagonist, reaching the pinnacle of fashionable visual beauty. Frick Iben is actively making a name for himself on runways and advertising campaigns for global luxury brands such as Prada, Dior, Louis Vuitton, Givenchy, and Lanvin.

This advertisement was produced mainly by the creative group "Simmons Design Studio" of Simmons Bed Korea, as in previous campaigns. Simmons Design Studio, which leads trends in the living industry by presenting innovative branding and sophisticated visual communication, is an organization that constantly strives to project the best existing styles into everyday spaces. Depending on the project nature, top industry experts and internal personnel form project units to carry out the work.

The new TV advertising campaign video of Simmons Bed can be viewed on Simmons' official YouTube account.

This content was produced with the assistance of AI translation services.