by Sleep Number Corp. is kicking off its “Sleep Next Level” brand positioning campaign with a series of branded films starring Gabrielle Union, an award-winning actress, producer, entrepreneur and New York Times bestselling author, and her husband, Dwyane Wade, former NBA star and Basketball Hall of Fame inductee.
The two new videos debut the brand’s strategic partnership with global creative agency 72andSunny, and the campaign 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. 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.
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.
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% 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.
Watch the 30-second video and the 15-second video made for the campaign.
The black woman in the current Sleep Number ad campaign is very attractive but made to appear obnoxious and ill-informed. This is especially true when she seems to ridicule people for spending time sleeping — something essential for physical, emotional, psychological and spiritual health. I change the station as soon as those ads begin playing.