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By Minda Smiley, Reporter

May 9, 2016 | 3 min read

To promote its luxury Beautyrest Black mattress complete with micro diamond-infused memory foam and “SurfaceCool Plus” fiber technology, Simmons Bedding Company has rolled out a campaign featuring New England Patriots quarterback Tom Brady that shows viewers why sleep is the “ultimate luxury.”

In a one-minute spot, Brady walks into an ornate hotel lobby and is greeted by a receptionist who says they’ve been expecting his arrival.

The receptionist then pulls a golden key out of a drawer and leads Brady to his room while guests stare at the two as they walk by. Behind a secret door, Brady finally arrives at the hallway where his mysterious room is located. When he enters the room, there is nothing to be found except a chandelier dangling over a BeautyRest Black mattress.

“Will you be needing anything else?” the receptionist asks before Brady replies with “no, not a thing.”

Created by KBS and directed by Noam Murro, the ad is meant to pique curiosity in viewers since the focus is on the buildup of what will be inside Brady’s room rather than the NFL star himself.

Jon Goldberg, executive creative director at KBS, said that they chose to have a minimal amount of dialogue in the spot since it would add to the mystery of the story.

“The intent was never to have dialogue,” he said. “We didn’t want anyone to know what this spot was for. We wanted there to be this journey of like, ‘why is Tom Brady here?’ and give it this mystery feel, a little bit of the James Bond aspect.”

While the spot teeters on the melodramatic side at times, Goldberg said the idea wasn’t necessarily to poke fun at stereotypical, over-the-top luxury ads but rather to showcase Brady in a different light than viewers are used to seeing him.

“It was more that we wanted to have fun with Tom Brady and put him in an unexpected spot,” he said. “We wanted to find someone who was immediately recognizable yet a little unexpected.”

Goldberg added that since Brady is constantly hounded by the media and is “known for tirelessly working out” – he said the agency even had to work around his workout schedule for the shoot – the idea of having him escape to a special place to get quality sleep made sense for the brand and its overall message of sleep being something that should be treated as a luxury.

According to Simmons, the idea for the campaign was rooted in a survey that found “nearly three in four working Americans 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.”

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