Simmons Launches New Campaign and Partnership with Tom Brady

May 08, 2016

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[1] 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 today, 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
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About Beautyrest Black Mattresses
Beautyrest Black is more than a mattress – it’s where technology and luxury intertwine to provide a haven for deep, restorative sleep. The Beautyrest Black experience goes beyond mere comfort. It creates a restful escape where sleep is the ultimate luxury. Beautyrest Black mattresses are the only line of product that feature BlackICE Memory Foam – a new, breathable gel technology designed to help maintain an ideal sleep climate.
About Simmons Bedding Company 
Atlanta-based Simmons Bedding Company, LLC (Simmons) is one of the world’s largest mattress companies and the maker of Beautyrest® mattresses. Simmons markets a broad range of products under brands such as Beautyrest Recharge®, Beautyrest Recharge World Class®, Beautyrest Recharge Hybrid, Beautyrest Recharge Memory Foam Plus, Beautyrest Black and Simmons BeautySleep®. In addition, the Simmons® and Beautyrest brands are distributed internationally in more than 110 countries and Simmons serves as a key supplier of mattresses to the world’s leading hotel groups and resort properties. Simmons is committed to developing superior mattresses and promoting a higher-quality sleep. For more information, visit
Beautyrest/Simmons Press Contacts:
Hunter Public Relations on behalf of Beautyrest
Elizabeth Mitolo
Office: 212-679-6600 x. 242
Cell: 330-774-8484
Beautyrest Public Relations
Timothy Love
Any Inquiries Regarding Tom Brady:
Yee & Dubin Sports
Steve Dubin
Office: 213 892-7420
Cell:  310 266-1482
Beautyrest Black logo
Beautyrest Black lifestyle photography
Behind-the-scenes photo at production shoot
To download hi-res images and b-roll footage from the production shoot, go to

[1] Wakefield Research conducted between March 31 and April 7, 2016, among 1,029 U.S. men and women ages 18 and older. The margin of error at the 95 percent confidence level is +/- 3.1 percentage points. Survey sponsored by Beautyrest Brand.