“The bed is not a piece of furniture. The bed is science.”
Ace bed became very popular with this advertising slogan in 1993. The lines of Park Sang-won, an actor who would later play an active role in the drama ‘Hourglass Prosecutor’, were aimed at consumers suffering from back pain. It is evaluated that Ace Beds has solidified its position as the No. 1 bed company in Korea by raising its market dominance by nearly doubling through this advertisement at the time.
Ace bed decided to recall this advertising slogan after 30 years. The message ‘Bed = Science’ is conveyed through the different appearance of actor Park Bo-gum, born in 1993 when the advertisement was made.
According to Ace Bed on the 1st, there are a total of two newly released advertisement videos.
The video introduces the meme “OO is science”, which is often used by the younger generation in the sense that “the same patterns have accumulated to reach the level of scientific theory” through the material of MBTI and recipe, and then “Where does this word come from?” It started,” he asks. Then, as the answer, a 1993 advertisement of Ace Bed, well-known for its catchphrase ‘Bed = Science’, is shown.
A person in charge of Ace Beds said, “The advertising slogan that beds are science emphasizes that beds are products of science with ergonomic technology added because beds are not just furniture, but health tools closely related to the human body.” We want to convey the sincerity of Ace Bed, which has been working hard for the best bed, and the confidence in technology, as well as the freshness of using Park Bo-gum, who was born in 1993, as a model.”
Park Bo-gum, who has been active as the representative model of Ace Bed since 2018, continues the relationship in the second half of this year. Her ‘Good Sleep’ campaign ad starring Park Bo-gum in the first half of this year achieved 10 million views in 24 days.
Reporter Kim Byung-geun bk11@hankyung.com
