Serta Mattresses advertises its Black Friday in a new commercial, telling the story of customer who thought he knew real comfort until one day.

The 30-second spot features Rick Blomquist, a middle-aged man from De Pere, Wisconsin, who “had comfort all figured out” but realized he didn’t actually know what real comfort was until he laid on a Serta and realized his life was only just sorta comfortable. “I’ve been living a lie,” he says while trying a Serta matress.

The commercial ends with the voiceover saying the brand’s tagline, “Not just sorta comfortable. Serta comfortable,” and inviting viewers to save up to $900 on select iComfort sets this Black Friday, with the lowest prices of the year.