Houston-based sleep shop chain Mattress Firm has made a major investment in a celebrity-driven marketing campaign starring actor Liev Schreiber. Billed as “one of the largest brand marketing efforts in the company’s 90-year history,” the campaign sheds light on the country’s “junk sleep problem.”
Schreiber headlines in a TV spot that premiered July 23 during the opening ceremonies of the Summer Olympics in Tokyo. The “public service announcement” defines the “national nightmare” and urges viewers to “unjunk your sleep,” according to the company. Junk sleep is tossing and turning, waking exhausted and feeling that your brain is in a fog. Junk sleepers send emails to the wrong recipients, forget to pick their kids up from school, turn left when they mean to turn right and the list goes on.
The tongue-in-cheek campaign, “brings awareness to an issue very close to my heart,” Schreiber said. “Lack of sleep! Hopefully, this serves as a wake-up call for the millions of workaholics, night owls and over thinkers who are deprioritizing sleep. The message is pretty simple: it’s difficult to live a healthy life if you aren’t sleeping well.”
John Eck, Mattress Firm president and chief executive officer said: “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 humor that’s very much in line with our brand.”
Other aspects of the campaign include sweepstakes and product giveaways in social media and an “Un-junk Your Sleep” road tour that will deliver new beds to selected over-tired consumers. In addition, three-time Olympic gold medalist Gabby Douglas will share her tips for how she un-junks her sleep to be at peak performance in and out of the gym. More information can be found at JunkSleep.com.