Levi Strauss & Co.
Marketing mattresses: Behind the Sit 'n Sleep commercials [VIDEO]

The commercials are a staple of Southern California culture: Sit 'n Sleep co-owner and co-founder Larry Miller promises to beat his competitors’ prices “or your mattress is freeeeeeee!” He goes on camera to squeal the slogan only once every two years or so, most recently at his Culver City company’s warehouse in Gardena last week. The 225,000-square-foot facility is a change in scenery for the film crew from Ideaology, the creative force behind the commercials for the past 16 years. Director Cary Sacks and Miller hope to use the towering, mattress-stuffed aisles to demonstrate the scale of Sit ‘n Sleep’s inventory. Which is to explain why a...