Bedding components manufacturer Leggett & Platt recently teamed up with Second City Communications, the corporate services division of the world famous improv-based comedy theatre in Chicago, to create a music video that explores how the term hybrid relates to the mattress industry. The result is “Get Hybrid,” a music video that combines humor, rap music and bedding knowledge to draw attention to the Ultimate Hybrid, a mattress made with Leggett & Platt’s Comfort Core products. The “Get Hybrid” video will live on Ultimate-Hybrid.com
Leggett & Platt, based in Carthage, Mo., believes manufacturers can improve their impact in the specialty sleep market with the Ultimate Hybrid – a mattress that pairs specialty sleep materials, such as visco, gel and latex, with fabric-encased Comfort Core innersprings.
Leggett & Platt’s Mark Quinn says choosing Second City Communications for their marketing efforts was a simple decision. “When it comes to comedy, nobody does it like The Second City. In addition to being professional improv comedians, their team knows how to intersect a business objective with a creative solution.”
The Second City opened in Chicago in 1959 and has been a training ground for some of the greatest talent in comedy. Today, The Second City has theatres in Detroit, Las Vegas and Toronto, and trains over 13,000 students each year in improvisation and acting at their Los Angeles, Toronto and Chicago schools.
“It’s not unusual for Second City Communications to team up with a business or not-for-profit entity. In fact, our Second City Communications is entirely dedicated to this task, presenting over 400 corporate engagements a year,” says John Cates, Producer with Second City Communications. “We were excited to work in the sleep market. It’s not every day you get to write a rap song about a mattress.”
“Get Hybrid” went live on Ultimate-Hybrid.com
May 8, 2012. The Leggett & Platt creative team also released a behind-the-scenes look at the creation of “Get Hybrid” through a reality web series that will premiere later this summer. RSAs and mattress industry members can visit Ultimate-Hybrid.com and register for updates regarding the Second City Communications project.
About Leggett & Platt:
Leggett & Platt (NYSE: LEG) is a diversified manufacturer (and member of the S&P 500) that conceives, designs, and produces a broad variety of engineered components and products that can be found in most homes, offices, and automobiles. Leggett & Platt serves a broad suite of customers that comprise a “Who’s Who” of U.S. manufacturers and retailers. The 129-year-old company (founded 1883) is made of 20 business units, 18,000 employee-partners and 130 facilities located in 18 countries. Leggett & Platt is the leading U.S. producer of: a) components for residential furniture and bedding; b) components for office furniture; c) drawn steel wire; d) automotive seat support and lumbar systems; e) carpet underlay; f) adjustable beds; and g) bedding industry machinery for wire forming, sewing, and quilting.
ABOUT SECOND CITY COMMUNICATIONS:
Second City Communications (SCC) is the corporate services division of the world-renowned improvisational theatre company, The Second City. Drawing on The Second City’s 50-year legacy of connecting with audiences through powerful, incisive content, SCC works with hundreds of Fortune 1000 clients each year in blended learning/training programs, internal communications initiatives, and brand marketing assignments. More information about SCC is available at www.secondcitycommunications.com
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