America is suffering from a national sleep crisis: we’re not sleeping enough, when we do, we’re sleeping poorly, and it’s affecting our productivity and well-being. In recent years, Mattress Firm has evolved its experience from selling mattresses to helping people sleep better. During the Opening Ceremony of this year’s Olympics, we introduced Junk Sleep, a new creative brand platform that cements Mattress Firm’s Sleep Experts as industry leaders uniquely equipped to help consumers find the right bed and ‘unjunk’ sleep that makes us tired, unhappy and unhealthy. Starring actor Liev Schreiber, the integrated campaign is a brand reset for Mattress Firm, with the goal of educating people on the consequences of Junk Sleep, and helping them find the right bed for the way they sleep.

The Junk Sleep Anthem is the wake-up call America needs. It’s a bold, dreamy public service announcement that names and defines a national nightmare. We partnered with Director Steve Ayson to build a surreal world that dramatizes Junk Sleep’s many ill effects. The anthem stars Liev Schreiber, who also brought a distinct perspective and tone to the commercials. Not only is Liev a great actor with a memorable voice, but he also just seems natural moving around at night.

In Forget and Reply All, Liev explores the very relatable consequences of Junk Sleep. Everyone can relate to accidentally sending an email to the wrong person(s), or nearly forgetting to pick up your child from school, practice, etc. All because you slept poorly, got up on the wrong side of the wrong bed (and didn’t consult a Mattress Firm Sleep Expert)

Send Off serves as a fiery bookend to the anthem, with Liev giving his old, past-its-prime floating mattress a bizarre viking funeral at sea.

Ultimately, our goal is to educate people on the consequences of Junk Sleep, and help them find the right bed for the way they sleep. At Mattress Firm, of course.

Mattress Firm - Junk Sleep

CREDITS

John Chris Barnes

Craig DeLeon

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