Last December, Arcana Academy opened with the North Carolina-based brand as its founding client and the following brief: launch the Optimum memory foam version of Sealy’s famous Posturepedic mattress, a product designed to compete with specialty mattress maker Tempur-Pedic.

So, the agency conceived several playful TV spots to remind viewers that mattresses are made for more than just sleeping. The tagline: “It’s better on springs. Whatever you do in bed, Sealy supports it.”