In the wild west of mattress marketing, challenger brands don’t pull any punches. So why should the top dog? A Cornett partner for over a decade, Tempur-Sealy International is the largest bedding provider in the world. So when the time came to defend their Tempur-Pedic brand against challengers like Purple, they tapped us into the ring. With gloves off, we built a buzzy national campaign to show once and for all that Tempur-Sealy is the undisputed champion of the sleep biz.

At the end of the day, people really just want a mattress that feels good—which is exactly what Tempur-Pedic does best. The more people see the difference, the more they believe it. Instead of just talking a big game, we leaned into our deep knowledge of the category to make that difference impossible to ignore.

Purple had been trying to spin Tempur-Sealy’s unique qualities as downsides. So we hit back, framing their signature rubbery grid as downright jiggly. Then we set out to prove it with zero special effects, and no smoke and mirrors. Just good, solid science: Jell-o cubes falling from the sky. A custom-built drop rig. Bowling balls. Towers of wine glasses. All to show the world that Tempur-Sealy squashes the competition, over and over and over. And the world took notice.

The videos have racked up millions of views on YouTube with a comments section more closely resembling UFC fight-night analysis than mattress ads. Ace Metrix testing showed the spots exceeded industry norms for relevance and persuasion, with 76% of mattress shoppers saying they were more likely to consider Tempur-Pedic after watching. How’s that for a knockout punch?