New digital content
created with Gwedo
This campaign video features science communicator Gwedo exploring bed science in a more approachable and witty way under the theme of ′The Law of Preserving Deep Sleep′. Passionate about science yet possessing a quirky charm, Gwedo appears as an ‘eccentric scientist’ who steps out of the lab and conducts intriguing experiments, such as verifying a bed's performance in everyday life. He adds laughter with his trademark and signature charm—‘engineering humor’—and pairs it with explanations that everyday viewers can relate to, drawing consumers in.
The first video, ‘The Law of Sleep Acceleration,’ explains the importance of consistent support that holds firm all the way to the edge of the mattress. The second video, ‘The Law of Good, Sound Sleep,’ a parody of the ‘Law of Action and Reaction,’ follows a structure similar to the first. The third video, ‘The Phenomenon of Surface Sleep Tension,’ borrows the concept of ‘surface tension’ to explain ACE Bed's Air Way construction method, which maintains a comfortable sleeping environment. The released content uses witty, science-based stories to more easily explain to consumers the scientific principles hidden within ACE Bed. Created together with Gwedo, this advertising campaign is generating high expectations, as it presents the brand heritage proposition ‘Bed = Science’ in an even more approachable way while also offering a fresh perspective in the form of the Law of Preserving Deep Sleep.
Going forward, ACE Bed plans to engage consumers by developing a variety of content, including follow-up videos and talk shows featuring Gwedo. This new digital campaign video can be viewed on ACE Bed's official social media channels, including YouTube and Instagram.
▲ A still cut from ACE Bed's ‘The Law of Preserving Deep Sleep’ campaign video