Simmons Bed Unveils New TV Ad Campaign with Special Meaning

- 2020 New TV Commercial Delivers Brand Essence of 'Unwavering Comfort' Through the Theme of 'Manners' in Daily Life

Simmons

Simmons (CEO An Jung-ho) has unveiled a new advertising campaign with special significance to celebrate the brand's 150th anniversary. After much consideration of the company's social role, it creatively addressed the theme of 'manners' in everyday life with Simmons' unique wit.

Starting with the title "Manners Maketh Comfort," this advertisement approaches the brand's essence of "unwavering comfort" from a fresh perspective. It interprets the famous British proverb and iconic line from the movie , "Manners Maketh Man," through Simmons' own lens. Comprising two parts, "Supermarket" and "Subway," the campaign humorously highlights behaviors that inconvenience others in public spaces, such as cutting in line and the so-called "jjeokbeol-nam" (manspreading).

Particularly, the backgrounds, costumes, and characters in the commercials were meticulously and delicately designed. The "Supermarket" segment features vibrant props in striking colors to provide visual stimulation, while the "Subway" segment adds enjoyment through performances by various characters commonly seen in daily life.

This TV commercial was also primarily produced by the Simmons Design Studio.

The Simmons Design Studio, the creative group of Simmons Korea that constantly strives to project the best existing styles into everyday spaces, collaborated with top industry experts to maximize the campaign's quality. Depending on the project's nature, the studio forms project units composed of leading professionals and internal staff. Notably, for this campaign, they boldly hired director Lee Hyun-ji, an emerging New Generation talent in advertising, to incorporate cinematic techniques into the commercials.

The direction was handled once again by the production company Wonderboys Film, which gained attention last year in 2019 for the "bedless bed commercial," sharply showcasing Simmons' distinctive sensibility.

The central figure in both commercials is global top model Tim Schuhmacher. Known as one of the world's leading models, Tim Schuhmacher has worked in advertising campaigns and runway shows for renowned fashion houses such as Herm?s, Chanel, Prada, Fendi, and Bottega Veneta.

Meanwhile, alongside the TV advertising campaign, Simmons is approaching consumers more closely by expressing its essence as a sleep-specialized brand through diverse activities. Exhibitions held in the lounge of "Simmons Terrace," a complex cultural space located in Icheon, Gyeonggi-do, have garnered significant attention and anticipation through collaborations with top artists in various fields for each project.

The 2020 Simmons bed new TV advertising campaign video can be viewed on Simmons' official YouTube channel.