Badger and Serta Simmons Elevate Your Sleep in Luxurious Campaign

The Badger Agency is launching a new, integrated campaign for Serta Simmons' relaunch of its Beautyrest Black Collection.

“Our ‘Sleep First Class’ campaign elevates sleep to a luxury – one that speaks to those who want the best in life and understand the importance of consistent sleep, night after night,” says Madonna Badger, chief creative officer at the Badger Agency.

Directed and shot by Oscar-winning cinematographer Janusz Kaminski, the integrated campaign leverages Kaminski’s trademark style and approach, including storytelling that merges the technical with the emotional.

In his first collaboration with Beautyrest, Kamiński was looking to demonstrate how Beautyrest Black transports the viewer to a tranquil state for an elevated sleep experience, and used the nature-inspired advertising spots to bring that to life. He said that he, quite simply, “love(s) making beautiful imagery that evokes emotion.”

Regarding the collaboration with Janusz, Madonna Badger comments: “Working with Janusz Kaminski is a dream come true for me. He elevates the creative in every way.  His unique vision of modern luxury and his ability to create a dreamlike atmosphere in every shot, will set Beautyrest apart.”  

The :30, :15 and :6 ads will be running across national cable as well as digital platforms.