Advertisers cannot afford to be boring – even when their job is to put people to sleep.
But Mark Quinn is the first to admit that his business is the definition of dull. As the segment vice-president of marketing for Leggett & Platt Inc., his job is to make people interested in the mattress components the company manufactures.
“We don’t even sell mattresses. We sell coils, for goodness sake. That’s boring,” Mr. Quinn said.
And this year Mr. Quinn faced a problem: Even in a sleepy industry, the businesses specializing in orthopedic comfort – think memory foam, Tempurpedic and the like – were “beating the crap out of” spring mattresses by claiming their product was better for people’s backs. He figured the best way to respond would be to do something totally unexpected for a 129-year-old company based in a small town in Bible Belt Missouri.
He hired a bunch of comedians, and made a rap video .