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From Home Furnishing Business
Serena Williams to Star in Tempur-Pedic Marketing Campaign
May 9,
2017 by Larry Thomas in Advertising, Bedding, Industry, Product 
Tennis icon Serena Williams has been hired by Tempur-Pedic as a spokeswoman for the latest installment of the mattress brand’s “Tempur-Pedic is Power” campaign.
The company said the partnership will demonstrate the unique power of Tempur-Pedic sleep as Williams continues at the top of her game, noting that the "Power" campaign will be supported by record levels of advertising throughout the high-demand summer selling season.
"I require consistent, restful sleep in order to be at my best, and for the past 10 years, my Tempur-Pedic bed and pillows have delivered that," Williams said. "This is the only mattress that adapts to my body, relieving pressure points so I sleep deeply and wake up ready to perform on the court and conquer whatever the day might hold."
Tempur-Pedic's collaboration with Williams is part of an integrated marketing campaign that features the tennis great training on-court (showcasing her powerful 120 mph serve) and the superior pressure point relief she enjoys by sleeping on her Tempur-Pedic at night.
"Through our 'Power' campaign, which debuted in late February, consumers are able to see firsthand how current owners, including Serena Williams, perform at their best and optimize their personal growth by getting great sleep on a Tempur-Pedic," said Rick Anderson, Tempur Sealy executive vice president and president, North America. "As a longtime Tempur-Pedic owner and someone who lives our brand promise daily, we are proud that Serena is helping us tell our story."
Beginning this month, Williams will be featured in television and digital advertising. The ads, which include the unique 'match cut' creative technique, will be supported through social media and public relations efforts as well.
"Since the age of three, I've spent countless hours on the court," Williams said. "Over the years, my routine off the court – eating well, staying positive and getting quality sleep – has paid dividends. Now as I start a new journey into motherhood, sleep will continue be a top priority for my family. I look forward to what lies ahead, including in my tennis career – all while being powered by Tempur-Pedic."
In late April, Williams announced she is pregnant and said she will miss the remainder of the tennis season.
View the TV campaign spots here: Pyramid Test and Pressure.