The campaign features a new tagline, "It's made for sleep. It's a Sealy."
The spots debut during NBC's broadcast of the Kentucky Derby and will air on the remaining Triple Crown races throughout May as well as on other summer sporting events, morning network TV and on cable stations such as A&E, Lifetime and TNT.
The work was created by Interpublic Group of Cos.' Mullen/LHC, Winston-Salem, N.C.
Sealy's mattresses received $13.3 million in measured media last year, according to Taylor Nelson Sofres' CMR.