Mattress Firm turns sleepless zombies human again in new ads from Droga5

In a world that puts sleep at the bottom of the to-do list, retailer Mattress Firm wants people to see the physical, emotional and mental impact of not getting enough snooze time. In the next chapter of its "Junk Sleep" campaign by Droga5, Mattress Firm has released five new films, including a 60-second anthem that depicts viewers in a sleepless purgatory filled with looming deadlines, binge-watching and an excessive amount of social media usage. “The world may not want you to sleep, but we do,” a voice-over says, adding that a “better sleep means a better you.” The campaign continues with four 30-second videos exploring the many ways not sleeping impacts people. In one titled “Reflexes,” a baseball player takes 200 hours to finally swing his bat after a pitch, which also happens to be the amount of time Mattress Firm trains its sleep experts. Another ad shows how three triplets completely forget that they live together due to their lack of sleep and end up scaring one another. “Left My Wife” shows a poor old man with such a nasty crick in his neck that he can no longer turn to see his wife, now fearing she has left him. A final video in the campaign promotes the retailer's "Black Friday Now: sale, with a dancing statue who cracks his back a little too hard during a performance. “The Junk Sleep platform gives us an endless amount of insights to draw from, stories to tell, and rich worlds of depravity to create," said Tara Lawall, executive creative director at Droga5 in a statement. "This latest round of work lets us do it all." The campaign bows in time for summer moving season and will expand in the coming months with two additional films. All were filmed by director Steve Ayson of MJZ, who had also directed the campaign's kick-off spots starring Liev Schreiber. The ads will run during the MLB season across broadcast, online, and social media channels including TikTok, Instagram, Facebook, Pinterest and Snapchat.

Mattress Firm turns sleepless zombies human again in new ads from Droga5

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