Brand heritage: 'Bed = Science'
Expanding a symbolic worldview for restful sleep
ACE Bed has unveiled its new second-half TV commercial under the theme 'ACE, the Land of Strange Science.'
Through this campaign, ACE Bed presents a new worldview it has never attempted before. Drawing on the fairy-tale motifs and fantastical staging of 'Alice in Wonderland,' the ad visually renders a mysterious world of restful sleep that does not exist in reality yet everyone wishes to experience. The company explains that it has expanded its existing 'Bed = Science' heritage into 'a strange land of science where everyone can sleep soundly,' further differentiating its brand identity and heightening expectations for the restful sleep that ACE Bed delivers.
The film opens with a woman who has tossed and turned all night running after a rabbit messenger toward a mysterious land. As she passes through the entrance, an unfamiliar space unfolds where the laws of reality seem to waver, and with actor Park Bo-gum's narration, "Another guest has arrived?", viewers are invited into a special world where restful sleep is guaranteed. The ad closes with the logo 'ACE, the Land of Strange Science where everyone can sleep soundly,' naturally stirring the anticipation of 'I want to go there.'
Although the scenes in the ad look like computer graphics, most were filmed on actual sets. A large-scale garden and pond were built to expand the scale, and surreal objects such as giant mushrooms, flowers, and flamingos were also created as real props to capture an atmosphere that moves between reality and fantasy. The rabbit messenger, inspired by the White Rabbit from 'Alice in Wonderland,' was rendered in 3D and vividly portrayed as a guide leading sleep-deprived modern people into the world of restful sleep.