Simmons Launches New Campaign and Partnership with Tom Brady #DreamInBlack with New Beautyrest Black® Mattresses

ATLANTA, May 9, 2016 – Simmons Bedding Company, LLC (Simmons) announced today an exclusive partnership of its luxury Beautyrest Black® brand with championship-winning football star Tom Brady for the brand’s new Dream in Black campaign. The partnership will empower consumers to get deep, restorative sleep with the new line of Beautyrest Black mattresses.

Simmons understands that sleep does not just play a vital role in good health and well-being – it’s a luxury that Americans deserve and crave. In fact, a recent survey revealed that nearly three in four working Americans (73 percent) would give up a portion of their salary to get a good night’s sleep, proving that sleep is the ultimate luxury that Americans want most.

“It was really important to us to find someone who embodies the Beautyrest Black luxury lifestyle – someone who is committed to the ultimate in quality, performance and style,” says Jeff Willard, Executive Vice President of Marketing for Simmons. “Tom Brady exemplifies this persona and lifestyle, which makes him the perfect partner for our Dream in Black campaign. With this partnership, coupled with a premium product line and a breakthrough integrated marketing campaign, we will continue to elevate Beautyrest Black and accelerate growth in the luxury market.”

“When you think luxury, a designer watch or a sports car may come to mind; but as an athlete and a father, sleep is the ultimate luxury,” said Brady. “I am extremely selective in the brands I partner with. That’s why I’m excited to team up with Beautyrest Black on the new Dream in Black campaign – I believe that a good night’s sleep is incredibly important.”

Simmons is launching the partnership and campaign today with a rich array of content, including but not limited to new television and digital spots created by global communications agency KBS.

“Our challenge was to reinforce Simmons’ position not only as the leader in mattress technology but also as experts in luxury, and Beautyrest Black is the perfect representation of that luxury,” said Jon Goldberg, Executive Creative Director at KBS. “We knew consumers would trust Tom Brady’s discerning standards for luxury, and take his cue that the perfect night of sleep requires nothing more than Beautyrest Black.”

In the commercial, hitting network broadcast and cable networks nationwide on May 9, Brady explores a lavish hotel in search of the perfect room — which contains nothing but a Beautyrest Black mattress.

View the new Beautyrest Dream in Black campaign ad.

The line of Beautyrest Black mattresses is available at retailers nationwide. For additional information, visit Beautyrest.com/Black.

All news

Latest News

Media Inquiries

npratscher@sertasimmons.com