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A Purgatory World Threatens Our Sleep in Mattress Firm's Surreal Campaign


Droga5 and MJZ campaign from Steve Ayson leads the fight for proper sleep

A Purgatory World Threatens Our Sleep in Mattress Firm's Surreal Campaign

With peak summer seeing 80% of moves, Mattress Firm’s campaign is reminding people that in a world that puts sleep off, we need to fight to prioritise proper sleep for our own good, beginning with a bed that matches us. The brand has the Sleep Experts, the right tools and curated product selections to help everyone get a better night’s sleep and there’s no better time to shop with Mattress Firm than at their summer sales events.

This next chapter of Mattress Firm’s Junk Sleep campaign is letting viewers know that they are not alone in this fight for better sleep and better health. The series of films including the new anthem, 'Don’t Sleep on Sleep' introduces a sleepless, surreal, purgatory: a world in which everyone is deprioritising their sleep. The films depict the underbelly of an ‘always on’ culture that is merged with symbols of the late-night experience to create metaphors for bad bedtime behaviours like binge-watching, looming work deadlines, and an overindulgence of social media. 

With four more films, the first three, 'Reflexes,' 'Triplets' & 'Left By Wife,' explore the ways in which Junk Sleep can impact us all - physically, mentally and emotionally. The fourth film, 'Statue' promotes the Black Friday Now Sale. 

Two additional films will be released in the upcoming months that are focused on additional sales events. Award winning, New Zealand born director Steve Ayson, who helmed the first Junk Sleep campaign returned to direct this next chapter for the brand. 

The films will run in the middle of the MLB season to captivate baseball viewers and fans with messages unique to the sport as Mattress Firm is an official MLB sponsor. It will launch across broadcast, online, as well as TikTok, Instagram, Facebook, Pinterest and Snapchat, as part of an integrated national campaign.

Droga5 ECD Tara Lawall said, “The Junk Sleep platform gives us an endless amount of insights to draw from, stories to tell, and rich worlds of depravity to create. This latest round of work lets us do it all.”

“Working with Tom and George McQueen, identical twins who are a Group Creative Directors team, on a commercial that's about identical triplets was definitely a highlight.”

“We are lucky enough to work with the brave clients with great taste that see the value in taking big swings by building epic, cinematic worlds and telling stories with dry humour and clever, unexpected twists.”


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Genres: People, Storytelling, Dialogue

Categories: Bedroom, Home

Droga5 New York, Wed, 20 Jul 2022 13:57:19 GMT