Local Lame Ad Spotlight: Leeds has a Thing for Queens

Published December 22nd, 2009 | 11 Comments

When I first started this blog, almost two weeks ago now, I told myself I was going to lay off the local advertisements. Frankly, it was a little like picking on the slow kid in class. Sure, he just smiles and takes it, but it’s really too easy a target sometimes.

Then again, since I was the slow kid for awhile there, I figure what the hell. Let’s look at some local crap, shall we?!?!

That's either a cheap mattress or an expensive homosexual

I swear I must have channeled my dad when I wrote that caption and yet, there is stays.

Anyway, Leeds is a local mattress store chain out here in California and probably one the closest things that jackass over at Sit N Sleep has to a competitor. Unlike Sit N Sleep, who you can’t go more than one break or two on the radio without hearing one of his annoying ads, Leeds likes to stick to outdoor and local cable as its communication methods of choice.

That little elf looking thing in the ad is a cartoon of the store’s founder, Neil. You can see him better here in one of his classic local cable spots:

Neil always uses the tagline, “I won’t be beat!” in all of his ads, but from looking at the guy he probably took quite the pounding all the way through high school. Is there a line in the local advertising guide that says, “make sure to include the founder in the ads, no matter how weird the dude looks?” Both of the guys in the California Mattress Wars right now are unfit for public consumption, yet here they are in full, rich color.

How about those lead-in statistics? “9 out of 10 people need a new mattress?” What? Constantly? I mean, between you and Larry at Sit N Sleep, you guys must push a lot of foam rubber to pay for all the media spots you buy. I’m pretty sure that because of all the hard work you two have done convincing people that they need a new mattress all the damn time, that statistic has probably dropped a little over the years. And who collected that data? The Mattress Institute?

Neil has been running ads on cable for some time now and here’s the thing I love about them the most. At one point, they shot some footage of him at the store, showing off mattresses, giving his standard spiel about free delivery, free frame, etc. I’m pretty sure this took place sometime during the 80s. Now, what they do is just have him come in and read some new voice over copy to change up the offers and re-edit that footage over and over so they don’t have to get the cameras out again. So, what you get are these bizarre, mid-sentence cuts away from Neil while he’s talking about the mattresses because the sound wouldn’t sync up if they left him on screen.

This is local, cheap-ass advertising at it’s best, my friends.

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Written by Jeff Ferguson
Jeff Ferguson is an internet marketer, entrepreneur, inventor, writer, public speaker and is usually only this angry when talking about poorly made advertising or people who think gum is a food group.

neilleeds

Thank you for taking your time to talk about leeds.I am neil leeds and I am aware of my humbel advertising budget.I started from poverty and have worked 14 years with no time off.I appreciate that you took the time to write about me,good or bad it helps me understand how some of the public feels about me.I will tell you it has been a very tough economy and with 25 stores in riverside orange county and los angeles we still keep our prices low, the service high and the cleanest stores in our industry.I will sell you your mattress directly.I can be reached at 818-759-7306.I love the great state of ca and to my home in nyc god bless america.
neilleeds

I also forgot to tell you,you are fact when you talk about queens,I am from flushing queens ny 11365.I lived in bayside flushing and college point ny..so queens is my home town.Thank you for letting the public know that queens is a city in ny that I spent 25 years of my life in.Please understand I take you in as my freind and I am not angry on you posting such negative comments on a company that was built from the american dream,hard work integrity and sacrifice.You made a freind.I hope you can stop by and see the company we run.Please help companies create jobs than negative attitudes that destroy reputation.I welcome your freedom of speech.Neil G Leeds
stevenmclaren

actually the pic looks like an Albino black guy with blue contacts… Hey , how about Crazy Gideon?? how about taking a run at him??? I know he sells cheap stuff at low low low prices… I just want to see how poor his grammer is.
sbcrair

Jeeeeeez! If that really is Neil at Leeds, then I feel sorry for his employees! The company may or may not be a result of the “American Dream”, but jeez, guy, get an education!
http://www.deadtreemedia.com Jeff @ Dead Tree Media

Dear Mr. Leeds –

Thank you so much for taking the time to seek out my humble little website and leave your comments about my review of your advertising.
That said I wanted to point out a few things:

- Props on your passive aggressive response to my post; truly, it’s like my grandmother giving me grief over letting my hair go long when I was in high school, “well, if you want to look like a hippy after your grandfather worked himself to death for your education…” Look, Neil, it’s nothing personal, your ads just suck. I have nothing for respect for you building up your little mattress business from nothing; in fact, you and I actually have a lot in common. I grew up in a crap part of L.A., lucked into some money from my grandfather to go to college, worked my ass off after school, put myself through grad school, and have started a few little business as well (even sold one for a nice profit a few years back), all while working full time. I get it, life is a big damn struggle and here I am, screwing with your advertising in public.

- I truly don’t know if you did or didn’t get all the references to “Queen” I was using here and there. But, let me just say, it had nothing to do with where you grew up because, how the hell would I know.

- I honestly don’t know how you compete with that blow hard over at Sit N Sleep, because, wow, that guy puts out a lot of damn advertising. The man is on radio, TV, and probably the back of my jacket for all I know. And you know what, his ads are horrible as well, and as a bonus, there is a boat load more of them for everybody to see. I really don’t know anything about the mattress market, but you guys must make a ton for all the advertising the two of you do.

- Finally, let me just reiterate, your ads are truly horrible, even for local standards. I realize you’re on a tight budget, everybody is these days, but this is your business, man! Take some time and some money and invest in some good quality ads. And by “good quality” I mean, ads that don’t feature you at all. Larry at Sit N Sleep shouldn’t be in his own ads and that goes the same for you. You two are masters of industry, you’ve built up a mattress empire from scratch, so do us all a favor and focus on that and leave the acting in the ads to either a professional spokesperson or at the very least, a hot salesperson or family member that can put together a sentence.

Neil, I love your enthusiasm and your entrepreneurial spirit, I really do, but take this from your newfound friend, advertising is just not your thing.

Jeff @ Dead Tree Media

PS –

I took the liberty of removing your phone number from your response. We’re just getting started over here, but people do actually read this site and I didn’t think you would want every rapscallion with a cell phone calling you up directly.
neilleeds

I did not luck into money,I grew up with no parents.My mother was sick and my dad ran away before I was born.I started work when I was 9 years old.I never took a day off and I started my company with 20k saved by working odd jobs and a delivery boy and many other things.My ads work always have and I understand you do not like them but I have to use it.It was my very first commercial.I tried many others and it did not work.So I stayed with the same add for 14 years.I am sorry that my message does not work well with you and I understand.I may take you up on some new ads,you may want to help me with new ideas and maybe be a part of them if you would like to.I am not sure if you want to deal with the publicity of building your name and brand as yourself.It is not easy.But I do put my name on what I do and I am proud of that.Neil..ps welfare was my way of life as a young man,I did not like it and I choose to work.I did not have a lucky grandfather like
you.Please remember that so you do not judge a book by its cover.I am a lot more than a curly haired mattress salesman.Thank you Neil Leeds

________________________________
http://www.deadtreemedia.com Jeff @ Dead Tree Media

Good grief, Neil… you're like a Tom Waits song (just think more miserable than country and blues mixed together). Like I said, I have a ton of respect for your efforts, you've built a great business there.

I would love to help, but it would mostly be from the review of the final product side. There are plenty of great little ad shops out there that would love to jump on this project, I'm sure. You would be taking on Larry! Now that's a challenge.

Now, if you needed help on the internet advertising front, I'm your man.

J.
neilleeds

I would be willing to listen to what you do that would help leeds mattress stores on the internet.I also want your fan base to know,that I am sorry for my education but I truly had to drop out of school in the 7th grade in nyc.I started working delivering the new york post and then worked at a gas station when I was 13.I pumped gas and cleaned windows and toilets etc..and at the age of 15 I got a job delivering mattreses.That is where and how I got in to the bed buisness.I do not have a formal education.I learned myself the hard way.I will let you know the advertising money comes from selling all of the major brands and yes they help us as a co op to keep the message out there.Larry miller from sit n sleep is my freind in buisness,but I do not worry about him.There is buisness for all of us.He just got a head start because his father started in the late 60s.I only have been at it for 14 years.I think I have done the best I could with very little money
and starting from one tiny store in 1996.It was diffucult and still is.I work 7 days a week and have created great jobs for our economy.I pay my taxes and help landlords with the fact I pay my rents at 25 locations.I have always been picked on my whole life,so this is just another example of how I understand that life is not perfect.I just want you to know I am willing to do buisness with you if you want to give me a snap shot on what you do for your income stream.I can not stay on this stream to long because I do have to work and go to all of my stores.I just wanted to take the time to talk to you because you did use my cartoon and commercial on your site and its registered and copywritten material.I just did not want to hassle you with my lawyer.I wanted to be more personal than using norton r townsley.I use cease and desist letters and then use litigation for anybody who posts my work up with out permission.I am currently suing a few posters now for
damamges and most have them have pulled my cartoon and commercial off.There are a few left that norton is going to take care of.The movie buisness pays me for the use of my logo and so does comedy central and others.They realize that that elf is like mcdondalds and the keebler elves and they belong to me.I think you would want that ,to be fair if you had copywritten material and then sombody just goes ahead and posts up on the internet for free and uses abusive language on me.Norton r townsley patent attorney/professional engineeer belasco jacobs & townsley llp can be reached at 6701 center drive west 14 th floor los angeles ca 90045.www.bjtlaw.com howard hughes center .He will speak to you moving foward if you really want to work together on advertising on the internet.I think we should first do it legally.Please let me know when you can meet me there at his office next week.You can show me how to help me in the future.I know the internet
is a great tool.You even got my attention.Neil Leeds
________________________________
http://leedsmattress.com/ Neil

Have fun in las vegas,I will be up there getting ready for the furniture convention.I will go see you speak at that time.I do not have curly hair.I have straight hair,I always did for years.I only did that for the commercial in 1996.It got peoples attention and people liked it.Have a safe flight or drive.Watch out for your gambling if you do.It would be better to spend money advertising your website to get more hits?Neil
http://www.deadtreemedia.com Jeff @ Dead Tree Media

Hey Neil –

Thanks for continuing the conversation, I think you're on the road to major changes with your business.

I had no idea that you've only been doing business for 14 years, I could have sworn I've seen your ads around for longer than that. However, if you made that same ad back in 1996 and it's still in use, it's time for a freshening for sure. Major brands will stick with things like a logo or a mascot for years, but you'll notice the ads generally reset at least once a year, maybe more if they're a high volume advertiser like your friend Larry.
http://www.deadtreemedia.com Jeff @ Dead Tree Media

Hey Neil –

Thanks for continuing the conversation, I think you’re on the road to major changes with your business.

I had no idea that you’ve only been doing business for 14 years, I could have sworn I’ve seen your ads around for longer than that. However, if you made that same ad back in 1996 and it’s still in use, it’s time for a freshening for sure. Major brands will stick with things like a logo or a mascot for years, but you’ll notice the ads generally reset at least once a year, maybe more if they’re a high volume advertiser like your friend Larry.

Local Lame Ad Spotlight: Leeds has a Thing for Queens

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