To Sheep or Not to Sheep: Serta Debuts First Work from Leo Burnett
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The sheep are baaaaaaaack in Serta’s new campaign, the first marketing work from the Hoffman Estates, Illinois-based mattress brand’s new lead creative agency Leo Burnett.
In an era of challenger brands, such as growing bed-in-a-box players Casper and Tuft and Needle, the heritage bed company is seeking to differentiate itself and re-energize with consumers.
In a new spot, Serta highlights the fictional Rick Blomquist of De Pere, Wisconsin and his comfortable life. Every day, Rick eats his comfortable breakfast in his comfortable, ranch-style home, and travels to his comfortable job in his comfortable shoes. Then, when he tries out a Serta mattress, surrounded by snuggly sheep, Rick realizes his life is only “sorta comfortable.” “I’ve been living a lie,” he mutters before a voiceover proclaims, “Not just sorta comfortable, Serta comfortable.”
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