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Sealy sells instant sleep via ‘Burglar’ ad

Fed up with mattress commercials featuring scantly-clad models in suggestive poses? You are not alone. But one Australian manufacturer is out to bust the conventional and somewhat tedious format that others have fallen into.

Sealy, a bed and mattress manufacturer in Australia, is seeking to turn mattress commercials into a smart joke. Dubbed “Burglar”, this 30-second ad features a burglar searching for valuables in a department store, who sits on a Sealy bed for a rest and, not surprisingly, falls into a deep sleep.

Dot Communications, Sealy’s creative partner for 14 years, is the agency behind the ad. Sealy Australia, in partnership with Sealy Inc. of the USA, expanded into Asia in the early 2000’s, with offices in Hong Kong, Singapore, Taiwan and Malaysia.

“The TVC tries to communicate the comfort of Sealy Mattress in a direct yet interesting way,” Marvin Cheng, co-founder of Dot Communications, told Marketing.

“Ads injected with a sense of humour are more likely to be remembered by audiences. The sense of pure entertainment, such as the ad’s gimmick ‘Signature Fall’, has always been Sealy’s killer app in its commercials.”

Established in 1989, Dot Communications is founded by ad veterans Marvin Cheng and Edison Lee, who both come from an impressive agency background – Cheng worked at Ball Partnership (now Euro RSCG) and Asatsu while Lee worked at Bozell, Asatsu, Saatchi & Saatchi DDB and O&M.

The boutique agency keeps a small-scale operation with a nine people office, covered a diverse client roster including Oriental Watch Limited, Shangri-La and American Express.

The TV spot runs with product-driven ads on print outdoor activation.

Creative agency: Dot Communications (HK)
Creative director: Edison Lee
Account servicing: Marvin Cheng
Media agency: Dot Communications (HK)
Production house: The Play Films
Director: Danny Lee

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