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Saatva Mattresses and Preacher Offer the Path to Sleep Enlightenment

Agency introduces the 'Sleep Guide' in first creative work for the brand

Saatva Mattresses and Preacher Offer the Path to Sleep Enlightenment

In its first major brand work since it launched in 2010, American luxury mattress company Saatva wants to bring consumers closer to 'Sleep Enlightenment'.

Centred around a two-minute brand anthem piece in which a couple follows a sage 'Sleep Guide' through the many chaotic worlds of mattress buying only to end up in a mattress nirvana of Saatva beds, the campaign aims to position the pioneer online-mattress retailer as the wisest choice in sleep. 

The Sleep Guide’s helpful service isn’t just limited to the couple in the video, however. Saatva’s anthem film is surrounded by a series of videos that educate consumers by providing answers to some of the most frequently asked questions shoppers have when looking for a new mattress, like 'what’s the best mattress for back pain?' or 'what are eco-friendly mattresses?' And, when you visit, a sleep guide is there to answer any questions you have in an optional chat window. 

The campaign also extends to targeted TV and online videos, digital display, website redesign, paid social, and full page spreads in the New York Times Magazine and Washington Post Magazine.

The campaign is creative agency Preacher’s first piece of work for Saatva. Together, they’re putting the online mattress retailer in a space all its own and driving home the message that in an industry that has convinced consumers that there's a binary choice between the mattress store and bed in a box, Saatva rises above the fray as the elevated choice that combines the best of both worlds and none of the compromises. 

“The work is out-of-the-box thinking that is funny, smart, and beautiful,” Saatva Co-Founder Ron Rudzin says. “Thousands of customer reviews have told us that we are at our best when we take the time to educate our customers. This new campaign will go ‘all in’ on that.” Rudzin formed the company with co-founder and CMO Ricky Joshi eight years ago as one of the first online mattress retailers. While they have previously focused on more product-performance marketing, this campaign, Rudzin says, “is the first time customers will see the refined, helpful and friendly personality of the Saatva brand."

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Advertiser: Saatva

CEO: Ron Rudzin

Creative Agency

Creative Agency: Preacher

Copywriter: Gabe Long

Art Director: Sally Franckowiak

Chief Creative Officer: Rob Baird

Associate Creative Director: Nick Troop, Maxx Delaney

Senior Strategist: Paola Ortega

Brand Director: Katie Gibson

Brand Manager: John Gaglio

Senior Designer: Taryn Kealani

Senior Producer: Shane Smith

Chief Strategy Officer: Seth Gaffney

Business Affairs: Miiko Martin

Designer: Anna McCaleb

Executive Producer: Stacey Higgins

CEO: Krystle Loyland

Production Company

Production Company: Community Films

Executive Producer: Lizzie Schwartz, Carl Swan

Director: JEAN, Eric Eckelman and Armand Prisco

DOP: Don Davis

Casting: House Casting

Line Producer: Tony Cantale

Head of Production: Christopher Spanos


Edit Company: Cabin

Editor: Graham Turner

Edit Assistant: Sean Scannell

Producer: Liz Lydecker

Finishing: Artjail

Managing Partner: Carl Schilling


Music Company: Duotone

Executive Producer: Ross Hopman


Audio Mix: TBD Post, Dusty Albertz

Category: Furniture , Home appliances