Ads go by in a blur, particularly with viewers’ attention spans shrinking so much that the average garden variety gnat can now pay attention for twice as long as a human.  But buried in so many ads, such as this television spot for a Sealy mattress, are claims, phrases or implications that just don’t make sense.  In fact they seem to work against the pitch.

In this commercial, the v/o says this mattress was designed with the help of orthopedic surgeons.  Presumably this is supposed to make the viewer feel better since orthopedic surgeons should know what is good/not for your back.   

But unless I am missing something orthopedic surgeons make their money by performing orthopedic surgery.  And orthopedic surgery is what you need when your back hurts.  And a bad mattress is one of those things that can give you a sore back or at least exacerbate a bad one.

So why is it such a great claim that orthopedic surgeons helped design this mattress?  As far as I can tell the surgeons can make a lot more money by helping design a bad mattress.

Tags: advertising, Bob London, Branding, business, ceo, communications, marketing consultant, Messaging

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