Sit n’ Sleep has been telling local TV viewers for years that it will beat the competition’s prices or your mattress is “freeeee.”

Now, the bedding retailer is translating its TV spots with a Spanish-language campaign. This time, if the company is underpriced, the mattress “es gratiiiiiis.”

Sit n’ Sleep co-founder Larry Miller stars in the new spots as usual. The company’s Commerce store was the site of the two-day shoot last week.

Miller, who has some proficiency in Spanish, said the goal is to increase the company’s business in the growing Hispanic market.

“A solid part of our business is coming from the bilingual community,” Miller said. “The Hispanic consumer is more affluent now and has huge buying power.”

Sit n’ Sleep previously shot Spanish-language spots with a different script but cut them out of its budget when the economy began to slow in 2007.

Business has picked up again, and the company last year was approached by its ad agency, Wingman Media of Marina del Rey, and convinced to revive the Spanish-language advertising.

Sit n’ Sleep, based in Gardena, devoted $2 million of its $18 million annual marketing budget to produce and air the ads, which will begin appearing on Univision flagship station KMEX-TV (Channel 34) in May.

Another change for the new spots: Miller said he will appear in jeans and a sport coat, rather than a three-piece suit.

“They want me to welcome the Hispanic consumers and they want me to be relatable,” he said. “It’s to be friendly, warm and welcoming.”

– Jonathan Polakoff

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