His face may not look familiar. However if you live in Southern California, his voice definitely is.
This is Larry Miller, president and CEO of Sit 'N Sleep Mattress Superstores.
You've no doubt heard his radio commercials where he argues with Ira, his "accountant", about discounting the mattresses (SPOILER ALERT: Ira's against it). At the end of every spot, Ira utters his signature line, "You're killing me Larry!", and Larry signs off with his signature line, "We'll beat any price or your mattress is freeeeeeee!"
It's not the kind of creative work I usually respond to in a positive manner. Having said that, I have a confession to make.
I recently bought a bed for my daughter from Sit 'N Sleep. And today, I went there again with my mother-in-law to help her buy one. I know what you're asking: why did I shop there if I don't respond to the kind of advertising they do? The answer is easy.
I saved a mattress full of money.
It's always a fine line when it comes to consumers who also happen to work in agency creative departments. Here's what I mean. Let's take airline print ads. The creative side of me wants to see a clever, unexpected and just plain great headline, poetic copy and a clean yet evocative visual. That would be on a normal day.
But if I happen to be flying from L.A. to NY that week, I don't give a sh#t about any of that. I just want to see $99 each way in really big type.
Art and commerce. Science and instinct. Save and spend. It's a constant tug of war.
But I'm pretty sure Larry isn't losing any sleep over it.
