A product-testing skeleton stars in Simmons Co.'s new 30-second TV spot for its BackCare mattress, using the tagline "Five zones for your bones." The ad, introduced to retailers at the recent San Francisco furniture market, was created by WestWayne, Atlanta. The campaign is supported by point-of-purchase materials featuring the BackCare Bones character. Copywriter: Martin MacDonald. Art director: John Shipley.