Reasons for Removing the Bed from the Ad, Background Music and Model Selection Process Explained, Drawing Attention
Simmons Bed is gaining attention with a video that reveals the secret behind the popularity of its "bedless bed advertisement." [Photo by Simmons]
[Asia Economy Reporter Kim Jong-hwa] A video revealing the secret behind the popularity of Simmons' TV commercials has been attracting attention. Two videos uploaded on Simmons Bed's official YouTube channel on the 17th of last month, which explain the behind-the-scenes stories of the commercials, have unusually garnered nearly 1 million cumulative views in less than a month, gaining popularity.
Simmons has received praise from consumers and the industry for its innovative branding, such as 'bedless bed commercials' and 'bedless pop-up stores.'
Composed of the 'Feeling' and 'Stubbornness' episodes, this video candidly and straightforwardly unfolds the behind-the-scenes stories of Simmons bed commercials through interviews with related personnel and witty narration, drawing attention. It answers various curiosities related to Simmons commercials, from why beds disappeared in the ads, the selection process of background music (BGM) and models, to collaboration with the global art director duo 'Sing-Sing Studio' active in LA, sparking netizens' curiosity.
In particular, the video revealed that the song 'Warm on a Cold Night' by the British duo 'HONNE,' featured in the 2017 TV commercial campaign conveying the message of 'the power of sound sleep,' was personally chosen by Simmons CEO Ahn Jung-ho, creating a buzz. HONNE, who was virtually unknown in Korea at the time, gained fame through the Simmons commercial, and Simmons itself began to be known as a so-called 'BGM hotspot.'
The achievements of the 'SIMMONS DESIGN STUDIO' were also spotlighted. Simmons Design Studio, a creative group of Simmons Korea composed of top industry experts and internal personnel, has led living industry trends by delivering innovative branding and stylish visual communication.
A representative example is the 2019 TV commercial campaign. The ad, which showed Simmons' brand name through typography without a single shot of a bed, conveyed the brand's core message of 'unwavering comfort' with restrained visual beauty and won the Silver Award at the 17th Seoul Video Advertising Festival.
The world-renowned art director duo Sing-Sing Studio, who collaborated with Simmons Design Studio, recalled, "We could see the brand's confidence in not having to show the bed," adding, "It was a valuable experience that allowed us to focus more on conveying the brand's feeling."
The released video also covered the story of the 'bedless pop-up store' first introduced two years ago. In 2020, Simmons marked a decisive turning point by creating synergy between the witty commercial themed 'Manner,' launched to celebrate the brand's 150th anniversary, and the bedless pop-up store 'SIMMONS HARDWARE STORE.' At that time, various Simmons contents were actively viral not only on TV but also offline and on SNS, firmly imprinting Simmons' unique feeling that unites online and offline.
Simmons also successfully achieved a generational shift in customers by naturally communicating in ways that resonate with the MZ generation, forming its own fandom through the successive success of the 'SIMMONS GROCERY STORE' in 2021.
At the end of the video, the distinctive features of Simmons bed commercials as described by advertising industry experts were highlighted, increasing attention. Director Lee Hyun-ji, who participated as external personnel in Simmons commercial production, said, "Simmons prepares every device that can attract people's attention, such as models, costumes, and looks, and creates a perfect commercial with even the breathing rhythm synchronized," adding, "This is only possible with the brand's unique originality and feeling."
The video also touched on news of a new commercial to be released soon. When the host asked, "Will there be no bed in the next commercial as well?" a Simmons representative left a lingering impression by saying, "No comment," and "It's a secret," raising expectations for the new commercial. This Simmons bed video can be viewed on Simmons' official YouTube account.
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