In Controversial Move, KBS Signs Tom Brady To Simmons Beautyrest Campaign

We all know the story. Deflatagate. It just goes on and on, and the current state has Tom Brady dealing with a four-game suspension. No matter what side of the issue you are on, anyone in marketing would have to agree that signing any kind of deal with Brady these days is a bit of a risk in terms of public perception. But that hasn't deterred Simmons Bedding Company and its agency KBS from working with the football great. 

Simmons has signed a deal with Brady that will have him appear in a new campaign for the brand's luxury Beautyrest Black line of luxury bedding. The campaign launches on TV this week. 

Standing staunchly by their man, Simmons EVP of Marketing Jeff Willard said, "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. 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." 



KBS ECD Jon Goldberg chimed in and said: "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. 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." 

It's pretty much a forgone conclusion, no matter the outcome of Brady's predicament, that "we knew consumers would trust Tom Brady's discerning standards..." is a tenuous statement at best and one that, perhaps, should have been avoided given the nature of the situation. 

Lest anyone think I'm just some pompous New York journalist who would do anything to trash Brady and the Patriots, I'm from Boston and a big fan of the Patriots and Brady. That said, choosing Brady for any ad campaign at this point in time is just begging for controversy.  

You can check out the ad here.

1 comment about "In Controversial Move, KBS Signs Tom Brady To Simmons Beautyrest Campaign".
Check to receive email when comments are posted.
  1. Brian Durocher from GTB, May 10, 2016 at 9:14 a.m.

    Um, with all due respect, there will be zero "controversy" about this decision. 

Next story loading loading..