Topolewski Agency Creates “MattressHarmony Matchmaker” for Art Van

Furniture World Magazine

Matchmaker, matchmaker, make me a …mattress? That’s the new tune being sung by Art Van Furniture customers who are signing on to the company’s new mattressharmony.com website to find their perfect mattress. “The average mattress lasts longer than the average marriage these days so we thought why not apply the on-line dating concept of finding the right partner to the new Art Van way of finding the right mattress,” said Gary Topolewski, founding partner of the Topolewski agency and chief creative on the mattressharmony.com campaign. The new campaign, which broke on the pre-game show on Super Bowl Sunday, is designed to break through the crowded field of bedding advertising already on the air and simplify the confusing task of shopping for the right mattress. Art Van has the area’s largest selection of mattresses as well as a specially trained staff to help customers figure out which mattress is best suited to their individual or couple needs. “With today’s average marriage lasting only nine years versus the ten year-plus life of a mattress, selecting the wrong mattress is a mistake you might live with longer than picking the wrong partner,” Topolewski said. “Art Van’s bedding experts make sure customers find the right mattress to insure a better night’s sleep, which will actually help them stay healthier. Who knows? Maybe they’ll even save some marriages.” The new commercials drive traffic to Art Van’s new mattressharmony.com website where a series of questions help users select the perfect mattress which they can then either buy on line or print out a profile and schedule an appointment with an Art Van bedding expert. “We make appointments with doctors, dentists and everybody else, so why not with bedding experts?,” asks Topolewski partner Matt O’Mara. “Hey, if that’s all it takes to get a good night’s sleep and help eliminate morning back aches, mattress harmony may turn out to be the greatest thing since…well, you figure that out.” The new Art Van spots were directed by Larry August of Avalon Films, produced by Rob DeMilner, edited by Steve Persin at Griot Editorial. Music was composed by Gary Nester. The accompanying website was designed by Topolewski and Octane Design. The spots and website were produced in Detroit using Detroit crews.