Gabrielle Union and Dwyane Wade Take Sleep to the Next Level in Campaign from 72andSunny
Today, Sleep Number Corporation, a wellness technology leader, kicked off its 'Sleep Next Level' brand positioning campaign, featuring Gabrielle Union and Dwyane Wade. The new films debut the brand’s strategic partnership with global creative agency 72andSunny. Fresh off the launch of the next gen Sleep Number® smart beds earlier this month, 'Sleep Next Level' is a call for all achievers, including parents, entrepreneurs and athletes, to take control of their sleep by harnessing the life-changing benefits of individualized sleep, made possible by the brand’s highly innovative smart bed technology.
The new campaign is running exclusively in the US and features award-winning actress, producer, entrepreneur and New York Times best-selling author Gabrielle Union, and her husband, former NBA star and Basketball Hall of Fame inductee Dwyane Wade, who share that the secret to unlocking a more impressive you: it starts with a next gen Sleep Number smart bed. The films were directed by Paul Hunter of PRETTYBIRD. Created in partnership with 72andSunny, this is the first piece of joint Sleep Number campaign work since the two collaborated earlier this year.
Gabrielle and Dwyane are real-life Sleep Number 'Smart Sleepers' who love the adjustable firmness, comfort and support on each side of their smart bed. Said Gabrielle, “We finally found our own optimal sleep [settings], to suit our different needs. Our relationship is going strong because we have figured out how to sleep comfortably. We love this bed.”
The campaign features several films for broadcast, streaming and social media, highlighting the newest benefits and features of the next gen Sleep Number smart bed. The new smart beds constantly learn how you sleep better and automatically adapt to and adjust with you over time. The films bring this concept to life, showing no two people sleep the same and their individual needs can change, whether they’re pregnant, recovering from injury, aging or simply living day-to-day. As a brand that delivers unique sleep solutions for every kind of sleeper - particularly couples with different sleep needs - this enables a highly individualized sleep experience that is personal to everyone and helps them improve their sleep night after night and over time.
“Sleep Number Smart Sleepers understand that sleep is vitally important; they know our smart beds deliver individualized sleep with significant benefits,” said Kevin Brown, EVP and Chief Marketing Officer, Sleep Number. “Gabrielle and Dwyane were already passionate about our brand, so they were a natural choice to talk about next gen Sleep Number smart beds. The Sleep Next Level film series represents the potential in all of us – whether we’re actors, parents, business leaders, anyone – and highlights that we can all achieve more with great sleep from Sleep Number smart beds. I couldn’t be happier to have 72andSunny helping us tell this story through Gab and Dwyane – a power couple who use sleep every night to reach their full potential.”
Elaine Cox, executive creative director, 72andSunny said: “From day one, the Sleep Number leadership team locked arms with us at 72andSunny to open people's eyes to the untapped power of individualized sleep. Sleep Number’s brand is all about connecting with those who perform at their personal best, so we wanted to feature a real couple who lived this next level mentality. Gabrielle Union and Dwyane Wade recently fell in love with the Sleep Number smart bed after sleeping on one while traveling, and we knew they were the right fit for the Sleep Number brand. They are not only ambitious when it comes to professional achievement but are also champions of personal growth and health. They left us feeling both motivated and entertained – not an easy feat. We are so proud of the work we created together for Sleep Number.”
Both 72andSunny and Sleep Number are NFL partners. 72andSunny won the NFL agency of record account in 2019 and has delivered highly acclaimed campaigns for key moments, including the last five Super Bowls. Sleep Number has been the Official Sleep + Wellness Partner of the NFL since 2018, and 80 percent of NFL players have a Sleep Number smart bed.*
Sleep Number and 72andSunny are also developing an NFL-specific campaign, launching this upcoming NFL season.
