# Prof. Tom Meyvis on the Beautyrest Black advertising campaign

1 Faculty News May 9, 2014 ![The New York Times Logo](/sites/default/files/styles/246w/public/assets/images/uat_027320.jpg?itok=W8xBr66g)>

Excerpt from [The New York Times](http://www.nytimes.com/2014/05/09/business/media/simmons-draws-on-star-power.html?hpw&rref=television&_r=0) -- "'To position it as a status symbol, as something you buy to impress other people, doesn’t make sense,' \[[Meyvis](http://www.stern.nyu.edu/faculty/bio/tom-meyvis)\] said. 'Other people don’t see it. You don’t talk about it. It makes more sense for mattress advertising to take a functional approach that provides a solution to a problem,' as the ComforPedic iQ campaign does, he said."

[Read more](http://www.nytimes.com/2014/05/09/business/media/simmons-draws-on-star-power.html?hpw&rref=television&_r=0)