Humorous Serta ad campaign encourages indulgence

In February, major mattress brand Serta, part of Atlanta-based Serta Simmons Bedding LLC, launched a new multichannel advertising campaign, “Not just sorta comfortable. Serta comfortable.”

Serta TV spot screengrab

It includes three goofy TV spots starring the fictional comfort-loving Rick Blomquist from De Pere, Wisconsin. The campaign was created by Serta’s new creative agency Leo Burnett Worldwide.

At the opening of one 30-second spot the narrator intones, “This is Rick Blomquist. His life is pretty comfortable. Then he laid on a Serta and realized his life was only sorta comfortable.”

In addition to the commercials, the campaign includes digital banners, online videos, social, print and radio ads, and in-store advertising.

In a news release, Serta officials said the campaign reflects a shift for the brand from focusing on restorative comfort to focusing on indulgent comfort. The spots plant a seed of doubt in consumers’ minds, prompting them to rethink what is comfortable, especially when compared with a Serta mattress. (After all, Blomquist is a man who truly knows comfort. He eats oatmeal for breakfast, works at a bed slipper company, has his own gel-lined slippers and drives a car upholstered with thick, cozy fleece.)