Reinventing an iconic product demo.
How we helped prove that there’s nothing like a Tempur-Pedic.
What we did
Photo / Film Direction
The mattress industry continues to grow crowded with startups and imitators. But Tempur-Pedic remains a singularly innovative brand in its category, featuring a family of products that stand in a class of their own when compared to everyday memory foam and innerspring mattresses.
Most consumers know that Tempur-Pedic is better, but they don’t precisely know why. We were tasked with producing a series of product demonstrations that helped prove the superiority of the Tempur-Pedic product and the power of life-changing sleep.
It’s one thing to build a convincing product demonstration, it’s another to make the demo compelling. We set out to accomplish both, injecting exuberance and playfulness into each demo.
We filmed each demo with a candid, behind-the-scenes feel, proving the authenticity of each test while escalating the stakes. Our viewer would see exactly how each test went down, while providing a glimpse into the lively and fun atmosphere on set.
To kick things off, we reinvented the iconic wine test demonstration that launched the Tempur-Pedic brand into one of the biggest names in the sleep industry, upping the ante by introducing dancers, backflips, sledgehammers and kids jacked up on sugar.
Subsequent demos brought spandex suits, a candy shop full of sweets and large impression molds into the mix, with each test further proving the differentiating features of Tempur-Pedic material. It meant taking some risk, all while having fun with the process. It yielded a series that was equal parts education and entertainment, giving our audience plenty of reasons to believe that there’s simply nothing like a Tempur-Pedic.
Terry Brophey, VP of Integrated Marketing at Tempur+Sealy
“In a highly competitive marketplace, Tempur-Pedic needed to aggressively assert its category leadership to boldly demonstrate ‘why Tempur is different, better and special’ to two audiences — Retail Sales Associates and our target consumers. We turned to the Cornett team to develop a series of bold, breakthrough videos to demonstrate the unique selling propositions of proprietary Tempur material in an entertaining, ‘smile-inducing’ way. Our challenge was clear and our timeline was short. The Cornett team dove in to this challenge with gusto. They were fast, provocative and fearless in their work. The result was a set of highly engaging and effective videos that have been used to train 20,000 Retail Sales Associates to date and engage countless in market consumers, resulting in double digit brand consideration increase for Tempur-Pedic.”
David Coomer, Chief Creative Officer
“The energy of the spot was designed to connect on an emotional level so our wellness-seeking consumer would feel like this is the right product for them. We didn’t only want to show the technical performance and the superior design but wanted to convey the emotion and essence of what the Tempur-Pedic brand represents. With an imaginative scene to showcase the product, a lively crew and talented personalities, we let viewer get lost in a beautiful behind- the-scenes spot.”