Herbie Murray
Irwin, famously known as 'You're killing me Larry!' from the Sit 'n Sleep mattress store ads, was removed from the company's marketing campaign in 2009. The company's new ad campaign focused on the health benefits of replacing mattresses after eight years of use, citing a buildup of sweat, body oil, and dust mites. The change was part of a strategic shift in marketing, as the previous campaign focused on competitive pricing. Irwin, whose real name is Irwin Zigmond, was a boyhood friend of Sit 'n Sleep co-founder Larry Miller and was included in the ads to irritate him as payback for annoying Miller.
| Characteristics | Values |
|---|---|
| Irwin's fate | Killed off or put on hiatus |
| Reason | Strategic shift in marketing to emphasize health benefits of replacing mattresses |
| Replaced by | Mattress dust mites |
| Catchphrase | "You're killing me, Larry!" |
| Real name | Irwin Zigmond |
| Profession | Accountant |
| Company | Sit 'n Sleep |
| Company President | Larry Miller |
| Company Type | Mattress retailer |
| Company Location | Gardena, California |
| Company Status | One of the largest independent mattress retailers in the US |
| Company Founders | Larry Miller and his father, Phil |
| Company Founded | 1980 |
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What You'll Learn
Irwin was a fictional character in Sit 'n Sleep ads
Irwin was indeed a fictional character in the Sit n Sleep ads. The character was based on a real-life accountant named Irwin Zigmond, a boyhood friend of Larry Miller, the company's co-founder and president. Irwin Zigmond was somewhat of a celebrity in some accounting circles due to his portrayal in the ads.
The ads featured a simple and effective format: Miller would enthusiastically announce the latest sales, prompting the frugal Irwin to scream the catchphrase, "You're killing me, Larry!". This shtick, rooted in Vaudeville and Yiddish theater, made the Sit n Sleep commercials highly recognizable and successful. The campaign helped expand the business to 22 stores in Southern California.
However, in 2009, Sit n Sleep decided to shift its marketing strategy. The new campaign focused on the health benefits of replacing one's mattress after eight years of use due to the accumulation of dust mites, sweat, and body oils. While the new ads aimed to educate consumers, they also wanted to emphasize that Sit n Sleep offered the best selection and prices.
The shift in marketing strategy resulted in the killing off—or at least a hiatus—of Irwin the Accountant. This decision sparked rumors of Irwin's death, with Larry Miller clarifying that Irwin was merely taking a well-deserved break. Miller even hinted at the possibility of Irwin's return if the new ads were not well-received by the public.
The dynamic between Miller and Irwin in the ads was described as a "psychodrama" by advertising executive Cary Sacks, who voiced the character of Irwin. Sacks and Miller worked together to create the beloved character, with Miller insisting on naming the character after his childhood friend. The inclusion of Irwin in the ads was a creative way to address the concerns of Miller's actual accountant about the company's expansion.
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Irwin was played by real-life accountant Irwin Zigmond
Irwin, the fictional accountant in the Sit 'n Sleep mattress store advertisements, was played by a real-life accountant named Irwin Zigmond. Zigmond was a boyhood friend of Larry Miller, the co-founder of the company and the face of the brand. Miller and advertising executive Cary Sacks created the character of Irwin for their ads, which featured Miller and Zigmond's characters in a "psychodrama".
The ads typically featured Miller announcing the latest sales, prompting Zigmond's character to scream the catchphrase, "You're killing me, Larry!". This shtick, with its roots in Vaudeville and Yiddish theatre, made the Sit 'n Sleep commercials among the most recognizable in Southern California. The campaign was highly successful, helping the company expand to 22 stores.
However, in 2009, Sit 'n Sleep began rolling out a new TV and radio ad campaign that excluded Irwin. The new campaign focused on the health benefits of replacing one's mattress after eight years of use, due to the buildup of sweat, body oil, and
The decision to exclude Irwin from the new ads was not a reflection of his popularity. In fact, the character had made Zigmond somewhat of a celebrity in some accounting circles. Miller even hinted at the possibility of Irwin returning to the ads if the new campaign flopped, stating, "You never know how the public will react... if they hate it and there's a backlash, then I could go back."
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Irwin was killed off in 2009
Irwin, the fictional accountant in Sit 'n Sleep's radio and TV ads, was killed off in 2009. The perennially frazzled character, known for his catchphrase "You're killing me, Larry!", was a staple of the mattress company's advertising for years. However, in July 2009, Sit 'n Sleep began airing a new ad campaign that notably excluded Irwin.
The decision to kill off Irwin was part of a strategic shift in marketing for the company. The new campaign emphasized the health benefits of replacing one's mattress every eight years due to the accumulation of sweat, body oil, and dust mites. This was a departure from the previous strategy, which focused on promoting Sit 'n Sleep's competitive prices. While the company's president, Larry Miller, acknowledged the risk of discontinuing a well-loved ad character, he felt it was important to educate consumers about the importance of mattress hygiene.
In the new ads, dust mites take centre stage, screaming, "You're killing us, Larry!" in place of Irwin. This new campaign was designed to be more educational, informing consumers about the potential drawbacks of sleeping on an old mattress. The campaign also introduced body diagnostic technology, which helped match each shopper with a mattress of appropriate firmness based on their sleep habits and body characteristics.
The shift in marketing strategy came at a time when the company was experiencing a decline in sales due to the struggling economy. By focusing on the health benefits of mattress replacement, Sit 'n Sleep hoped to attract new customers and differentiate itself in the highly competitive mattress market. While some may have been sad to see Irwin go, the new ad campaign represented a bold step forward for the company, signalling its adaptability and willingness to try new approaches to stay relevant and successful.
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Irwin's catchphrase was You're killing me, Larry
Irwin, played by accountant Irwin Zigmond, was the face of Sit 'n Sleep's advertising campaign for many years. The campaign featured Irwin and Sit 'n Sleep President and co-founder Larry Miller, with Irwin screaming the catchphrase, "You're killing me, Larry!".
The campaign was highly successful, helping the company expand to 22 stores in Southern California. It was also one of the most recognizable campaigns in the region. The shtick, rooted in Vaudeville and Yiddish theater, featured Miller announcing the latest sales, with Irwin, a penny-pinching accountant, responding with his catchphrase.
However, in 2009, Sit 'n Sleep decided to roll out a new ad campaign that excluded Irwin. The company shifted its focus to the health benefits of replacing mattresses every eight years, citing a buildup of sweat, body oil, and dust mites. The new campaign aimed to be more educational and informational, replacing Irwin's anguished cry with dust mites screaming, "You're killing us, Larry!".
The decision to ditch Irwin was made due to a struggling economy and the need to attract more customers. While the previous campaign focused on competitive pricing, the new campaign emphasized the health angle, a strategy decided by Miller's ad man Cary Sacks. Sacks, who also voiced the character of Irwin, revealed that the idea for Irwin's character came from Miller's real-life accountant and boyhood friend, Irwin Zigmond.
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Irwin was replaced by mattress dust mites
Irwin, the fictional accountant in Sit 'n Sleep's advertisements, was replaced by mattress dust mites in 2009. The mattress company rolled out a new TV and radio ad campaign that excluded Irwin, whose catchphrase was "You're killing me, Larry!". The new campaign instead featured dust mites screaming, "You're killing us, Larry!".
The change in the ad campaign was part of a strategic shift in marketing that emphasized the health benefits of replacing one's dust mite-infested mattress after eight years of use. The previous campaign, which featured Irwin, had focused on promoting the company's competitive prices and had been highly successful in expanding the business to 22 stores in Southern California. However, with the economy sliding, Sit 'n Sleep owner Larry Miller wanted to try a new marketing strategy.
Miller's ad man, Cary Sacks, explained that the new health angle was based on a statistic he had come across. According to Sacks, a mattress will double in weight after eight years due to a combination of dead skin flakes, sweat, and the fecal matter of dust mites that accumulate inside the mattress cover. While university professors specializing in allergy and clinical immunology questioned the validity of this claim, the new ad campaign was designed to educate consumers about the importance of sleep to their health.
The new ads were intended to be more educational, informing consumers about the weight gain of a mattress over time and the potential presence of dust mites. The campaign also promoted a new system that would match each shopper with a mattress of appropriate firmness based on their sleep habits and body characteristics. While Irwin was replaced by mattress dust mites in the ads, there was some speculation that he could return if the new ads flopped.
The dynamic between Miller and Irwin, played by real-life accountant Irwin Zigmond, had been a hit with audiences, with their banter endearing them to millions of Angelenos. The new campaign removed the Vaudeville and Yiddish theater-inspired shtick that had made the Sit 'n Sleep commercials so recognizable in Southern California. With the shift in marketing strategy, Irwin was replaced by mattress dust mites, and the focus of the ads shifted from price to health and the importance of mattress replacement.
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Frequently asked questions
Irwin, the accountant from Sit and Sleep's advertisements, was killed off or put on hiatus in 2009.
Irwin was removed as part of a strategic shift in marketing that emphasized the health benefits of replacing mattresses after eight years of use.
Irwin's catchphrase was "You're killing me, Larry!".
Larry Miller is the co-founder, president, and face of the Sit 'n Sleep brand.
No, Irwin is not dead. Larry Miller clarified that Irwin was simply taking a break from the ads.
