Mattress Firm announces mission to rid America of “Junk Sleep”

The campaign supports Mattress Firm’s long-standing commitment to helping people get a better night’s sleep and live happier and healthier lives Mattress Firm, the nation’s largest speciality mattress retailer, announced the launch of its new Junk Sleep campaign, one of the largest brand marketing efforts in the company’s 90-year history, […]

The campaign supports Mattress Firm’s long-standing commitment to helping people get a better night’s sleep and live happier and healthier lives

Mattress Firm, the nation’s largest speciality mattress retailer, announced the launch of its new Junk Sleep campaign, one of the largest brand marketing efforts in the company’s 90-year history, dedicated to shedding light on the nation’s junk sleep problem.

The campaign supports Mattress Firm’s long-standing commitment to helping people get a better night’s sleep and live happier and healthier lives. But what is “junk sleep” exactly? It’s that tossing and turning sleep, the wake up feeling awful instead of recharged sleep.

Junk sleep is why your 9 to 5 feels like 9 to 500. Junk sleep leaves our brains in a fog and makes us forget things. It’s why you sent an email to the wrong person, why you forgot to pick up your kid from school, and why you turned right when you meant to turn left. That’s junk sleep and it’s the source of all our problems.

That’s why Mattress Firm’s ambition is to Un-Junk your sleep. Because 68% of Americans are sleeping less than the recommended seven hours per night, amounting to 74 billion hours of lost sleep per year according to research from Mattress Firm’s strategic partner, SleepScore Labs. It’s time to wake up America – we have a sleep problem.

“It’s time people start putting the same value on sleeping as they do on eating well and exercising,” said John Eck, President and Chief Executive Officer for Mattress Firm. “This campaign challenges the conventions of modern sleep culture by being open and honest about the importance of adequate, quality rest. And it does so with optimism and playful humour that’s very much in line with our brand.”

The launch of the campaign follows a recent full-page ad by Mattress Firm in the Wall Street Journal calling on Americans to realise and recognise the country’s growing sleep problem. The company is releasing a new spot starring actor, director and producer Liev Schreiber.

It’s a bold, dreamy public service announcement that names and defines a national nightmare and reflects the importance of addressing junk sleep sooner rather than later. Fans can watch an extended:90 cut of the spot on the Mattress Firm YouTube channel. The:60 commercial will air for the first time during the Opening Ceremony of the Summer Games on Friday, 23 July on NBC.

“When I read the Junk Sleep scripts, I literally laughed out loud,” said Schreiber. “The other highlight for me is that it brings awareness to an issue very close to my heart. Lack of sleep! Hopefully, this campaign serves as a wake-up call for the millions of workaholics, night-owls and over-thinkers who are deprioritising sleep. The message is pretty simple: it’s difficult to live a healthy life if you aren’t sleeping well.”

“The best ideas need inspiration, tenacity and patience, and the ‘Junk Sleep’ campaign has just that. When we brought this idea to the table, we were excited about the ownability and potential of starting a cultural conversation on a subject that impacts all of us: poor sleep. After years of building a deep relationship with Mattress Firm, we’re extremely proud to have created a new brand platform together that positions Mattress Firm as the leading sleep authority in its category,” said David Droga, Founder and Creative Chairman of Droga5.

The article Mattress Firm announces mission to rid America of “Junk Sleep” appeared first on World Branding Forum.

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